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Melissa McCarthy sent fleeing in the Kia Niro Super Bowl teaser

The Super Bowl is drawing near and with it comes a cavalcade of over-the-top and outrageously expensive mid-game ads. The cult of the commercial has grown so large that 60-second ads are getting 15-second teasers. For Kia's eighth year at the Super Bowl, the Korean automaker will be promoting its new hybrid, the Niro. The company released a new trailer hyping its third-quarter ad slot. The teaser doesn't actually feature the Niro. Instead flag-waving actor Melissa McCarthy is shown screaming and fleeing across a field from some unknown assailant, presumably the Niro's rival, a Toyota Prius, done up like the War Rig from Mad Max Fury Road. Kia promises the game day commercial will trace "a heroic and harrowing journey stretching from the polar ice caps to an arid desert" all while showing why the Niro is a new type of crossover. We really just want to know what's written on the flag. Related Video:

CES 2018 brings a buffet of automotive tech — here's a taste

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2021 Kia Seltos First Drive | The Soul-ful CUV

To understand the 2021 Kia Seltos, you first have to consider its soul, the Kia Soul. Between the fun-and-funky styling and the compact, practical body style with tons of cargo room, the car that has defied traditional segment labels for a decade (and won an Autoblog comparison test) is a great all-around daily driver for folks who don’t want something that's obviously a crossover. ThereÂ’s just one problem: A lot of people really, really want crossovers. With this in mind, Kia decided to see if the Soul could be made more like one of them. Now, the simplest way to do that could've just been to introduce an all-wheel-drive Soul derivative, but somewhere along the line, the Korean automakerÂ’s product planners decided that would've been a half measure. They considered the fast-growing small crossover segment too hyper-competitive to simply trot out some half-assed Soul "Cross Country" model. Well, besides the X-Line. Instead, the 2021 Kia Seltos was born, a completely different vehicle in its own right, yet one that wears its soul on its sleeve by packing subtle hints to that trademark styling and some of its interior options. If offering all-wheel drive as standard helps cement its identity as a crossover, then the fact its all-wheel drive system comes with a locking center coupling truly seals the deal. In fact, despite our best efforts, we could find only one glaring omission in its CUV bona fides — towing capability. It has none. Sure, Kia offers a “Lifestyle Hitch” accessory for the Seltos, but that's only good for plugging in something like a hitch-mounted bike rack. Those with jet skis, you're out of luck. Trying to further pigeonhole the Seltos quickly becomes difficult, as the baby crossover space is so crowded with new entries in search of a niche that itÂ’s almost impossible to strictly define how it is segmented. You could easily count 20 vehicles of varying size and capability as competitors for the Seltos, from the front-wheel-drive-only Nissan Kicks and Toyota C-HR to the off-road-ready Jeep Renegade. Sister company HyundaiÂ’s Kona and smaller Venue could be considered, too, and then there's the Soul for those who don't need all-wheel drive and obvious crossover image.   Among them all, Seltos falls on the larger end of this evolving spectrum of subcompact “utility” vehicles.