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Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos

Cadillac, Daimler execs take swipes at Tesla

Despite the financial ties between Daimler and Tesla Motors, at least one Mercedes exec thinks the electric automaker doesn't have a bright future. And over at Cadillac, the message is that Tesla doesn't pose a threat but offers the luxury arm of General Motors more of classroom experience. The Mercedes story runs like this. Mercedes-Benz USA president and CEO, Steve Cannon, said at the New York Auto Show last week that Tesla has "no network" and only offers "little shops that don't have service capacity." He also said: "Folks are buying a Tesla now because they're kind of cool, but if you're a Tesla buyer, you have to have multiple cars. With Mercedes, you have a whole network. You've got no worries. ... Tesla is great, but you've got plenty of well-established brands that mean luxury, like Porsche or Mercedes-Benz, and how long do you think we're going to wait and let Tesla be out there alone [selling premium electric cars]?" "Treehuggers do not buy new luxury cars" – Uwe Ellinghaus For Cadillac's global chief marketing officer, Uwe Ellinghaus, Tesla's EV success represents little other than "a great opportunity and a learning exercise for all of us, and will help us traditional manufacturers to think twice about electric mobility." He added that, "I am not afraid of Tesla. ... There is no willingness to really sacrifice on the traditional qualities of a luxury car. These are not cars for treehuggers, as treehuggers do not buy new luxury cars." Ellinghaus made the comments during a panel discussion at the 2014 Automotive Forum. Perhaps the lesson of Tesla's offer of free Supercharging to Model S owners is what led to Cadillac to recently announce a deal with Chargepoint that gives ELR drivers access to that company's 16,500 charging stations. Read more details on that below. Cadillac and ChargePoint Bring EV Customer Luxury Driving Experience World's largest, most open electric vehicle charging network available to ELR drivers 2014-04-16 NEW YORK – Cadillac today announced a partnership with ChargePoint, the largest and most open electric vehicle-charging network in the world. The collaboration brings Cadillac ELR drivers immediate access to more than 16,500 charging locations on the ChargePoint network. The ELR electrified luxury coupe went on sale at the end of 2013. It embodies Cadillac's Art & Science design philosophy, combining provocative design with progressive technology.

7 major automakers to build open EV charging network

A new joint venture established by BMW, GM, Honda, Hyundai, Kia, Mercedes-Benz and Stellantis will build a new North American electric vehicle charging network on a scale designed to compete with Tesla's industry-benchmark Supercharger network. The 30,000-plus planned new chargers will accommodate both Tesla's almost-standard North American Charging System (NACS) and existing automakers' Combined Charging System (CCS) options, effectively guaranteeing compatibility with the vast majority of current and upcoming electric models — whether they're from one of the involved automakers or not.  "With the generational investments in public charging being implemented on the Federal and State level, the joint venture will leverage public and private funds to accelerate the installation of high-powered charging for customers. The new charging stations will be accessible to all battery-powered electric vehicles from any automaker using Combined Charging System (CCS) or North American Charging Standard (NACS) and are expected to meet or exceed the spirit and requirements of the U.S. National Electric Vehicle Infrastructure (NEVI) program." Critically, the automakers involved will have a say in how the charging tech is implemented, guaranteeing that the hardware will play nicely with each automaker's in-house charging systems. Hyundai and Kia, for example, were hesitant to jump on board the Tesla NACS bandwagon earlier this year over concerns that the Supercharger network is insufficient for powering the two automakers' 800-volt charging systems; similar tech is used by Volkswagen and Porsche.  In addition to providing much-needed capacity and high-output charging for America's growing fleet of electric cars and trucks, the new network will integrate seamlessly with each automaker's in-app and in-vehicle features, rather than forcing customers to use third-party tools and payment systems, as is the case with some existing public charging infrastructure.  "The functions and services of the network will allow for seamless integration with participating automakersÂ’ in-vehicle and in-app experiences, including reservations, intelligent route planning and navigation, payment applications, transparent energy management and more. In addition, the network will leverage Plug & Charge technology to further enhance the customer experience," the announcement said.