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Hyundai hires actor Paul Rudd as pitchman [w/video]

The Dude abides, but his deep voice is going to be coming from your TV a little less. After seven years of his earthiness, laid back actor Jeff Bridges is no longer the voice of Hyundai in the brand's advertising. He has been replaced by comedian Paul Rudd who is already narrating the new commercial for the 2015 Hyundai Sonata.
"We were looking for a voice that could be recognizable and relatable to a new generation of car buyers," said Steve Shannon, vice president of Marketing, Hyundai Motor America, in the company's announcement of the deal. "Rudd can be serious, humorous, informative and entertaining all at the same time."
According to Hyundai spokesperson Derek Joyce speaking to Autoblog, the deal with Rudd goes for the next three years. "He's our tier one voice, and that's going to affect tone" in the company's ads," Joyce said. The first spot with Rudd is titled Co-Pilot, and it stars a backseat driver losing out to the Sonata's navigation system and safety features at every turn. Rudd isn't physically in the commercial but does the ending voiceover. The company wouldn't say when the next ad with the new pitchman might debut.

Hyundai recalls about 980,000 Sonatas for seat belt detachments

The Basics: Hyundai is recalling 977,778 Hyundai Sonatas and Sonata Hybrids for seat belts that could detach from their anchor pretensioners, which could lead to an injury. The recall affects 2010- cars including 2011-2014 standard Sonatas built from December 11, 2009 to May 29, 2014 and 2011-2015 Sonata Hybrids built from December 2, 2010 to January 9, 2015. The Problem: During manufacturing, some Sonatas may not have had the seat belt properly attached to the anchor pretensioner. According to NHTSA recall information, the seat belt is connected to the anchor after the latter has been installed, and it is possible that the seat belt didn't completely latch onto the anchor during assembly. If the seat belt was not properly attached, it can separate from the anchor during a collision, potentially leading to an injury. Injuries/Deaths: Hyundai has reported one injury to NHTSA. No deaths related to the recall have been reported. The Fix: Owners are asked to bring in their vehicles to dealerships to have the seat belt assembly inspected to make sure the belt is correctly latched. If not, the dealer will reattach it properly at no cost to the owner. If you own one: Hyundai will alert owners to the recall by mail starting April 7. Owners can also call Hyundai's customer service directly to ask about the recall at 1-855-371-9460. They can also enter their VINs at the NHTSA website to check if their car is included in the recall. Related Video:

Hyundai Motor Group promotes heir apparent

SEOUL — Hyundai Motor Group promoted heir apparent Euisun Chung on Friday to a role of overseeing the conglomerate, moving him a step closer to succeeding his octogenarian father as head of South Korea's second largest group. Chung, 47, who will assist his father and group chairman Mong-Koo Chung, was appointed as executive vice chairman to respond to "deteriorating global trade issues and changes in competitive dynamics in major markets," Hyundai Motor Group said in a statement. Chaebols like Hyundai and Samsung Group, which have grown into global firms from the rubble of the 1950-1953 Korean War, are undergoing a transfer of power to third- or fourth-generation leaders. "In his new capacity, Executive Vice Chairman Euisun Chung will oversee the entire Group's operations, aiding and reporting to Chairman Mong-Koo Chung," the statement said. The appointment also comes as Hyundai battles tumbling profits, mounting pressure from activist shareholders to improve its governance, and amid South Korea's trade tensions with the United States that threaten to disrupt its production plans. "This is a good sign," Park Yoo-kyung, a director at Dutch pension fund APG Asset Management, said of the appointment. "This will enhance transparency about who is controlling the group and who is making key strategic decisions," she said. Generational shift The junior Chung, currently vice chairman of the group's crown jewel, Hyundai Motor Co, has stepped up in recent years, attending motor shows and government meetings with business leaders on behalf of his 80-year-old father who has made few public appearances. Shares in Hyundai Motor ended up 0.8 percent on Friday, and affiliate Kia Motors fell 0.3 percent in a wider market that rose 1.4 percent. Chairman Chung, the all-powerful boss, has presided over Hyundai for about two decades, transforming the company into the world's fifth-biggest car maker along with Kia Motors. Hyundai is now struggling to reverse slowing sales in China and the United States, where the company has suffered due to its delayed response to booming demand for SUVs. The appointment is part of an effort to "improve future competitiveness and secure future growth engines" at a time when the auto industry is undergoing major changes, the group said. The junior Chung has led the group's efforts to develop future vehicles such as autonomous and connected cars, as well as Hyundai's fledging premium brand Genesis.