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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.

Lewis Hamilton blasts to pole position for British Grand Prix

SILVERSTONE, England - Lewis Hamilton took pole position for his home British Grand Prix for the third year in a row on Saturday with a sensational lap that left him one step away from Michael Schumacher's Formula One record. Hamilton's championship-leading Ferrari rival Sebastian Vettel, who has a 20-point advantage after nine of 20 races, qualified third. The Mercedes driver was half a second quicker than Ferrari's second placed Kimi Raikkonen and his time of one minute 26.600 seconds was so outrageously quick there were gasps before the crowd erupted. "I always try to leave the best to last," the Briton told retired champion Jenson Button in post-qualifying interviews on the grid. "I had to make sure I got that lap in. I couldn't do it last weekend (in Austria) so I made sure I could here." Hamilton still faced a nervous wait after race stewards announced they were investigating an incident involving French driver Romain Grosjean, who complained he had been blocked earlier in the session. They swiftly decided to take no further action. The Briton's mastery of a damp but drying track lit up an overcast afternoon and the pole was the 67th of his career, sixth of the season, and gave him every chance of equalling Schumacher's record 68 before the August break. The triple world champion has won the last three British Grands Prix and can equal the late Jim Clark's feat of four home wins in a row, and five in total, on Sunday. Saturday ensured he has already matched Clark's 50-year-old record of five British Grand Prix pole positions. "I feel amazing in front of a great crowd like this. I hope you liked the lap," Hamilton told the grandstands full of cheering fans. "I generally like it to be dry, but I like it when the conditions are tricky." Hamilton's Finnish team mate Valtteri Bottas, winner in Austria, was fourth fastest but has a five-place penalty following a gearbox change. That promoted Red Bull's Dutch teenager Max Verstappen, who has suffered five retirements in the last seven races, to the second row. Renault's Nico Hulkenberg and his former Force India team mate Sergio Perez filled the third row. There was good news for beleaguered McLaren, who raised a cheer when Fernando Alonso made the most of improving conditions to set the fastest time in the first phase of qualifying, with Belgian Stoffel Vandoorne qualifying ninth.

Mercedes may be working on a new electric car dubbed 'Ecoluxe'

Automobile has a lengthy piece this month on how the four German mass-market luxury manufacturers each plan to go after Tesla with their own electric vehicles. It was written by Georg Kacher, the magazine's European bureau chief, and the English version came a month after he wrote the German-language original for Autobild. Tesla isn't exactly a threat to the Germans, but, according to the report, the Model S is planting the right kinds of seeds in niches that are important to the luxury players. The thinking is that - in addition to needed electric vehicles anyway for stricter US regulations - it's better to start designing the machinery now. The article posited Porsche's attack would rest on the coming Panamera platform, but a big hurdle would be battery placement. Unable to find one large space for a lithium-ion pack, engineers would instead put batteries everywhere they could, for a supposed tally of some "108 battery pouches" throughout the body. A few days after the Automobile piece, however, Porsche publicly said it had no intention of challenging the Model S, because the enthusiastic driving the brand is known for doesn't jive with useful range. In Kacher's retelling, Mercedes' plans are even more ambitious, supposedly taking aim at the Model S and the coming Model X. It would do this with an investment in excess of $2 billion in a program called "Ecoluxe" – Mercedes has no brand division akin to BMW's i and Audi's e-tron. The new brand would create a four-strong family of bespoke electric vehicles: a smaller platform with a wheelbase around 106 inches and a larger one with a wheelbase around 118 inches. In addition, the range would have "provisions for rear-wheel drive, all-wheel drive, and rear-wheel steering." The numbers are impressive: seating for seven in the larger vehicles, both longer than 16 feet, front and rear storage areas, ratings of up to 610 horsepower and production capacity of 80,000 units per year. When would we see such creatures? Perhaps as soon as 2019. We do know that if Tesla can knock the Model X over the outfield fence, automakers are going to have to do something. We don't know what the chances are that Ecoluxe is Mercedes' first move - but such a plan could help explain the weird Mercedes concept spied in October.