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A spotter's guide to Super Bowl LIV car commercials

Set to kick off on Fox at 6:30 ET on Sunday, February 2, from Hard Rock Stadium in Miami, Florida, the big game will feature the Kansas City Chiefs and the San Francisco 49ers. Throughout Super Bowl LIV, viewers will see about 50 commercials, each of which costs as much as $5.6 million per 30 seconds, according to AdWeek. Originally, there were more than 77 ad slots, so several companies could be paying well more than $10 million for a single, longer commercial. Numerous car companies have already announced their commercials, or their intentions to show commercials, during the game. Here's a roundup of the ones we know about so far. During the game on Sunday, we'll be livestreaming and adding links to the new commercials as they become available, so check back with us for that post.  Audi: E-Tron Sportback Maisie Williams has experience wearing many faces, and in Audi's Super Bowl commercial, she does her best Elsa impression. In the spot, titled "Let It Go," Williams faces the rigorous task of getting through L.A. traffic, but she's alleviated by the comfort of the Audi E-Tron Sportback electric crossover. The commercial is meant to signal the company leaving its gas past behind and moving forward to a sustainable future.  Genesis: GV80 Genesis makes its Super Bowl debut with a commercial that will show its all-new SUV, the GV80, to viewers around the world (many of which will be seeing the vehicle for the first time). The ad features Chrissy Teigen and John Legend as the purveyors of "new luxury," while "old luxury" is left for the birds. GMC: Hummer General Motors is bringing back the Hummer nameplate as a premium electric GMC truck. GM says it will have 1,000 horsepower and will be capable of going zero to 60 mph in three seconds. GM brought in NBA legend and Hummer fanboy LeBron James for the debut commercial. Hyundai: Sonata Hyundai is known for bringing in the big-time celebrities for its commercials, and 2020 is no different. A new advertisement called "Smaht Pahk" features John Krasinski, Chris Evans, and Rachel Dratch, all three of whom are from the Boston area. The trio gets into full character as they discuss the new high-tech parking feature on the redesigned 2020 Hyundai Sonata, and David Ortiz makes a cameo at the end. Even when New England isn't in the Super Bowl, New England is in the Super Bowl.

Volvo to unveil permanent high-beam headlamp technology [w/video]

Volvo will be showing off its Active High Beam technology at the Geneva Motor Show next week. The system will allow drivers to use their high beams all the time and adds another responsibility to the cameras mounted by the rearview mirror, making them detect traffic ahead, whether it be another car or a truck or motorcycle and in the same lane or oncoming. When a vehicle is detected, a special projector in the Xenon lamps can block out only the portion of the high beam that would impair the other driver. Volvo says the system is accurate down to a 1.5-inch margin around another object.
Active High Beam will be fitted to the Volvo S60, V60 and XC60 and we have to assume they mean the non-US versions of those cars. Audi has a similar technology that it calls "matrix beam lighting," and due to the way the US Federal Motor Vehicle Safety Standard code is written, such active control of high beams is verboten on cars sold here.
The Swedish brand also plans to present a collision-avoidance technology it's calling a "world-first." The press release below has more information and the accompanying video demonstrates the lighting tech.

Swedish man charged with spying on Volvo for Russia

STOCKHOLM — Sweden has indicted a 47-year-old man suspected of handing information to a Russian diplomat, the Swedish Prosecution Authority said on Monday. The prosecutor said in a statement that the man, who was not identified, had worked as a consultant at several Swedish companies, where he had illegally obtained and sold information, placing the country's security at risk. Public service broadcaster SVT said the man was Swedish. "While a consultant at his former workplaces, I allege that he obtained material with the purpose of providing information to a foreign power, in this case Russia," prosecutor Mats Ljungqvist said. "The man was apprehended whilst meeting a Russian diplomat where he had just received 27,800 Swedish crowns ($3,360) from the diplomat." SVT reported that the man being charged had passed on information from automaker Volvo Cars and truckmaker Scania. A Scania spokesman confirmed that the man had worked as a consultant at the firm, while Volvo Cars declined to comment. The authority said the man had transferred material from computers to memory sticks as well as photographing the screen of his work computer, adding the crime could carry a sentence of up to six years in prison. "The crime is serious and, if convicted, the suspect could expect a lengthy sentence," Ljungqvist said.