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Lexus NX, BMW i3 to get Super Bowl commercials

At this point last year, we'd been getting news on automotive-focused Super Bowl commercials for more than two months. The teasers hadn't come out yet, but manufacturers lined up for the super-expensive spots were making their intentions known. This year? Almost nada, until this week. BMW has said it will air a 60-second spot promoting the i3 during the first quarter of the game, the Munich firm returning to The Big Game after a four-year absence. BMW says, "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." We say that pitching a tiny range-extended hatchback during the beer-iest American sports orgy of the year should make for some neat commentary afterward. Lexus is putting its new NX crossover in the second Super Bowl commercial it's ever aired, eschewing the glitter of celebrities and glamor for a straight-shooting spot and the tagline, "Be seen, be heard, make some noise." Joining those two are Kia, Mercedes-Benz, Nissan and Toyota. The six confirmed carmakers are down from eleven last year, when car spots made up a quarter of the total ad time. The price to do business for 30 seconds this year: reportedly around $4.5 million, up a stacks from last year's $4 million. You can watch the Lexus commercial in the video above, and beneath that, the BMW press release below has a bit more information on its effort. BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX. The all-electric BMW i3 is featured in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. Woodcliff Lake, NJ – January 15, 2015... Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter. "As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." BMW i is BMW's forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world's most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber.

Apple uses Logitech steering wheels and pedals to control autonomous cars

SAN FRANCISCO (Reuters) - Apple outlined a plan to train operators of self-driving cars in documents submitted to California regulators earlier this month, the latest clues to the company's autonomous vehicle technology aspirations. Apple was granted a permit to test self-driving cars on April 14 by the California Department of Motor Vehicles but the company has never said anything about its plan. The state released 41 pages of Apple application documents to Reuters that give some clues about the company's highly secret self-driving effort, which it has never openly acknowledged. The iPhone maker joins a long list of carmakers, start-ups and technology rivals, including Alphabet's Waymo, that are testing cars on state roads. Apple is looking for new hit products and autonomous car technology is expected to revolutionize the traditional auto industry. As part of the application, Apple included a 10-page training plan that appeared to be related to operators taking back manual control of the car during automated driving exercises of the system, which it calls a development platform. Business Insider reports that Apple engineers riding in the back seats have the ability to take over control of the car using off-the-shelf steering wheel and pedal video game controllers from Logitech. Apple declined comment beyond the filing. The plan includes a document called "Automated System: Development Platform Specific Training Overview" whose objective is "to train safety drivers in various automated driving conditions." "Development platform will be controlled electronically (e.g. joystick) and safety drivers must be ready to intervene and take control," the document reads. The document highlights different scenarios to be tested, from high speed driving and tight U-turns to lane changes. One letter sent from Apple to the state Department of Motor Vehicles noted that Apple's development platform "will have the ability to capture and store relevant data before a collision occurs." The document does not include detail on how Apple's self-driving platform actually works or other technical details. It also does not say what kind of sensors are found on Apple's three permitted vehicles, all 2015 Lexus model RX450h. The permit does not necessarily mean that Apple itself is building a full car. Apple could instead be designing a self-driving platform that can be integrated into other manufacturer's cars. (By Alexandria Sage.

Lexus J201 Concept | Overlanding into uncharted brand terrain

Taking a left turn off of I-10 outside of Palm Springs, California, we drove down a rutted, sand-blown track for a couple miles before ending up at a tall, rocky pile, an outcrop scaled somewhere between a hillock and a massif. After shifting the transmission into neutral, engaging the four-wheel-drive low range, and closing the ARB Air Locking differentials, we got even and steady on the throttle and pointed our truck—a seven-figure, one-off, overlanding concept known as the Lexus J201—up the steep, rocky face until all that showed through the windshield was dust and searing sky. The truck handled the challenge with marked aplomb, cresting the ridge without a huff, and eventually leveling off and displaying the glories of what was on the other side: a meth lab. So capable was this vehicle that it was easy to forget that the platform that underpinned all of this ruggedness was LexusÂ’ posh, flagship SUV, the $88,000 LX 570. This jacked and tracked truck begs the question: Has Lexus gone rogue? “Going rogue is actually part of who we are,” says Vinay Shahani, the brandÂ’s vice president of marketing for America. “And we love to experiment. J201 is a rolling example of our belief in Always On, the idea of continual improvement no matter the time in a vehicleÂ’s lifecycle.” The reference to time-in-lifecycle is kind of an understatement for a vehicle that has existed in its current form, with only minor cosmetic updates, since 2008 — two lifetimes in the product span of most automobiles. But the J201 Concept does add significant upgrades to the production vehicle, which, based as it is on the venerable and caprine Toyota Land Cruiser, is hardly a slouch in the off-road-capability department. In addition to the performance differentials mentioned above, the J201 benefits from a myriad of additional add-ons. These include rugged accessories such as an Icon Vehicle Dynamics suspension good for a few extra inches of ride height, and even more when the suspension is put in extreme high mode; smaller 17-inch Evo Corse Dakar Zero wheels mounted with 33-inch General Grabber X3 tires; a TJM Airtec snorkel for breathing underwater (something we did not get to experience in the parched Coachella Valley); and StopTech drilled brake rotors. It also includes bolt-ons such as CBI skid plates, rock sliders, and front and rear bumpers; a Warn winch; a Prinsu Design roof rack system; an onboard ARB twin compressor; and luminescence of Rigid Industries light bars.