2014 Kia Rio Lx on 2040-cars

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Chrysler and Hyundai join Pepsi and Coke as top Super Bowl spenders [w/ video]

Super Bowl XLVIII is barely a week away, and some of the early ads are already leaking out. It's timely then that The Street has released rankings of the top five Super Bowl advertisers since 2009, showing Chrysler and Hyundai/Kia taking two of the spots with $131.7 million in cumulative spending.
Since 2010, the cost to air a 30-second Super Bowl ad has risen from $3 million in 2009 to about $4 million in 2014, and about a fifth of advertisers opt for a one-minute ad, which doubles costs. Last year, the ads brought in $292 million, and they have brought in roughly $2 billion since 2010.
Chrysler has spent $64.3 million since 2009 to make it the fourth highest spending company in the last five years. In that time, the company has rebranded itself as it emerged from bankruptcy with the Imported from Detroit ad campaign that premiered in 2011 and last year's God Made a Farmer Ram Trucks ad. Its 2012 Halftime in America sparked national debate about whether it was also a reference to the upcoming presidential election.

Why Kia doesn't need a premium brand

Hyundai's creation of the Genesis luxury brand means it and fellow Korean brand Kia have finally hit the mainstream in the U.S. – as far as products are concerned – after nearly three decades of trying. Which is about as long as it took Toyota and Nissan to roll out Lexus and Infiniti, respectively. It's history repeating itself. Genesis is supposed to be the way Hyundai's premium models get the respect they deserve, without carrying the baggage of a name associated with frugality. Hyundai has, in fact, built up a reputation over the last decade or so for cars that compete head-on with class leaders, rather than aim to be 90 percent as good for 75 percent of the price. And because Kia shares a number of components with Hyundai, its vehicles have also steadily become not only better mainstream vehicles, but have continued to aim higher than their price points. Does Kia need to follow now in its parent's steps with a prestige brand to market its most expensive models? I'm aware of the Kia K900, the company's deepest foray into luxury territory notably occupied by Lexus. Kia, however, has consistently been pushing this $60,000 full-size luxury sedan along with $0 down, low monthly payment lease deals. Turns out there really aren't many people looking for a full-size Kia luxury sedan. Or maybe they're just waiting to get it for $20,000 in a couple of years. Consider the K900 and Genesis when I convince you Kia already makes upscale cars to rival those with premium badges. They just don't happen to be its most expensive model. Shortly after Hyundai's announcement it would spin its luxury models off into the Genesis brand, I spent a few days with a 2016 Kia Sorento SXL. And I'm willing to call it a more convincing attempt to get people out of luxury cars than the K900. Driving the Sorento is not an emotional experience. You feel parental driving it, thinking you might've forgotten to pick your kids up until you remember you don't actually have kids. But after settling into the nicely stitched and perforated leather seats, you respect its comfort, quiet and amenities. The headliner is soft, the stitching on the dash top is convincingly real and everyone is impressed by the sharp graphics on the touchscreen and the slick powered shade that reveals an expansive glass roof. A Kia Sorento costing more than $46,000 sounds absurd until you wonder how much better an Acura MDX or Lexus RX350 is when those cost as much as $10,000 more.

Weekly Recap: Mazda's rotary revival ignites Tokyo Motor Show

Forty-eight years ago Mazda pioneered rotary engines in the Cosmo Sport. Mazda then honed the technology, won with it on the racetrack, and made it one of its signature features. If you're an enthusiast, rotary was a reason you like Mazda. It's a great part of the company's past. But until this week, that's exactly what we thought it was. History. That all changed with the reveal of the RX-Vision concept at the Tokyo Motor Show, which reignited the passions of the Mazda faithful. Suddenly, rotary was no longer a relic. The rotary concept shown in Japan was a front-engine, rear-wheel-drive sports car wrapped in the company's latest Kodo design language. It's powered by a Skyactiv-R unit (R for rotary), though specs were not disclosed. Mass production is "currently on hold," Mazda said, maintaining it never stopped development of rotary technology, even after the demise of the RX-8. Beyond that, we know nothing, other than the optimistic statement Mazda offered that: the "RX-Vision represents a vision of the future that Mazda hopes to one day make into reality." Put simply: we agree. OTHER NEWS & NOTES: Subaru previews next-gen Impreza While the Mazda concept was the headliner from Tokyo, Subaru's Impreza design study also stood out. The five-door concept is a signpost for the look of next-generation Impreza. It blends sportiness with functionality, and it's wrapped in a striking shade of 'high-luminance silver.' The fenders are flared to signal Subaru's all-wheel-drive capability, and the front has futuristic headlights that look like something from an Audi E-Tron concept. While most of this will be toned down in production, the concept suggests an elevated style for the Impreza, which is due as a 2017 model. Porsche adds potent GTS model to 2017 Macan line Porsche is giving the Macan crossover the GTS treatment, which will start at $68,195 when it goes on sale in March. GTS translates to more power, a sportier suspension, and interior and exterior design cues that sharpen the looks and reflexes of one of the most athletic SUVs on the market. Porsche recalibrated the 3.0-liter twin-turbo V6 from the Macan S to make 360 hp and 369 lb-ft, (up from 340 hp and 339 lb-ft in the S). It teams with a seven-speed PDK gearbox and all-wheel drive. An air suspension is standard. The body features a slew of black accents, and the standard 20-inch RS Spyder wheels are done up in a shade of satin black. The cabin gets leather, Alcantara, and GTS logos.