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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.

Ghosn: 'We are getting there' on making Nissan Leaf profitable

After 19 months in a row of record sales in the US, the money picture for the Nissan Leaf is steadily improving. To date (well, until the end of September), Nissan has sold 63,944 Leaf EVs in the US and a total of around 140,000 globally. The company produces the electric vehicle in three countries: Japan, the UK and the US and has sold more standard passenger EVs than any other automaker. Add all that up and you get to an EV that is just about to be profitable. "We are getting into positive, which is good for this technology." – Carlos Ghosn At least, it is according to Carlos Ghosn, the CEO of Renault-Nissan, who spoke to reporters at that Paris Motor Show this week. "We are getting there [to Leaf profitability]," Ghosn told Automotive News. "Are we amortizing and depreciating everything we have spent? No. But if you look at margin of profit – the direct cost of the car and the revenue of the car – we are getting into positive, which is good for this technology." Automakers are notoriously closemouthed when it comes to sharing specifics about the higher cost of alternative vehicle technologies compared to standard ICE vehicles. Still, statements like this – as well as a knowledge about how long it took Toyota to make money from the Prius and overall industry amortization – show that Nissan could well be sitting pretty when it comes to keeping EVs around for the long term. Given some of the other news we've heard recently, it's got to be nice to have some stability.

Recharge Wrap-up: Video shows Tesla robots at work, Ghosn disappointed by China's EV market

A video from The Wall Street Journal shows Tesla's new assembly robots at work. The hulking bots are each named after X-Men superhero characters to give them a sense of familiarity and make them less intimidating to the humans working alongside them. Their monikers also reflect their superhuman levels of strength. The naming of the robots appears to have had the intended effect, as human employees refer to the automated machines as colleagues, and are happy to have the help moving the heavy cars around the factory floor. The robots were added as part of an upgrade and expansion to Tesla's factory in Fremont, CA last year. See the video above, and read more at Teslarati. Nissan CEO Carlos Ghosn says that China should offer more incentives to improve disappointing EV sales. Nissan sells its Leaf EV in China as the e30 under its Venucia brand. The company didn't disclose sales figures, but Ghosn is disappointed that EVs aren't "taking off" in China like they are in other markets. Until the market improves for the e30, Ghosn says Nissan probably won't introduce other EVs to China. "The main challenge today is really to encourage, put more incentives, in order for the consumer to buy in," says Ghosn. "Before adding more cars and bringing more technology, we just need to make sure we can sell the technology we already put into the ground." Read more at Automotive News. Total in France will convert its La Mede petroleum refinery to produce biodiesel. Total will stop producing petroleum at the refinery by the end of 2016, then spend $216 million to convert it into the country's first biorefinery. Improved fuel economy and energy efficiency have helped reduce demand for petroleum products in Europe by 15 percent since 2008. Total's response to "the crisis in the European refining industry" is "to innovate and adapt to meet shifting demand trends," according to Total CEO Patrick Pouyanne. "The central focus of Total's plan for our French refining business is to realign our operations and products to changing markets." Read more at Domestic Fuel, or in the press release below. Total's French Refining Roadmap: Upgrade Donges and Transform La Mede April 16, 2015 Paris – Total today presented its French refining roadmap to employee representatives. The plan is designed to give each Total's refining site in France the means to resist in a volatile environment and perform profitably.