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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 Polestar celebrates STCC title with Black R edition S60, V60 and XC60

The relationship between Volvo and Polestar was forged - and forges deeper still - on the racetrack, where the latter fields the former's tin-top entries in the STCC, WTCC and V8 Supercars. And based on their success together in touring-car racing, Volvo has had Polestar amp up a number of its production road cars. What we have here is the latest.
This year Volvo and Polestar dominated the Scandinavian Touring Car Championship, taking both the drivers' and manufacturers' titles. So to celebrate, Polestar has rolled out a new Black R package for the S60 sedan, V60 wagon and XC60 crossover.
The package includes an upgrade to 329 horsepower for the T6 engine and to 230 hp for the D5, and further enhances with special wheels, a dropped suspension, special sport seats and more. Unfortunately the package is only being offered in Sweden, but you can scope out the details in the press release below and the photos in the gallery above.

2024 Volvo XC60 Review: Ignore the Germans, go Swedish

Pros: Elegant styling and beautiful cabin; spacious for the segment; excellent plug-in hybrid option; solid value Cons: Middling handling; pricey and strange Polestar performance model There's no doubt that European luxury SUVs are dominated by German carmakers. But what if you're looking for something a bit different? The 2024 Volvo XC60 may be the alternative you've been seeking, with unique Scandinavian design inside and out. Add in Volvo's commitment to safety, which should be of particular importance to family-minded shoppers, and the XC60 should have even stronger appeal. The XC60 is available as either a mild-hybrid or a more powerful Recharge plug-in hybrid, which can drive as many as 36 miles on electricity alone. We're certainly fans of the plug-in model, but its significant price premium may have shoppers settling on the more-than-adequate B5 base engine. More likely than not, prospective owners will spend more time configuring the interior. There are several choices of upholstery and interior trim that should fit a variety of tastes, and we're especially fond of the wool blend seats that are available on the Recharge. The XC60 isn't as sporty as the BMW X3, Mercedes-Benz GLC or Audi Q5, but that shouldn't matter much for the typical SUV driver. If you're one of the rare drivers who wants more athletic handling, the Polestar Engineered model should satisfy, but it comes at the cost of ride comfort. Considering the similarly sized Volvo V60 wagon would perhaps be a stronger alternative, including the raised, all-wheel-drive Cross Country model. Whichever route you take, the 2024 Volvo XC60 is a classy, safe and sensible alternative to the more common luxury SUVs. Interior & Technology   |   Passenger & Cargo Space   |   Performance & Fuel Economy What it's like to drive   |   Pricing & Trim Levels   |   Crash Ratings & Safety Features What's new for 2024? The XC60 lineup gets pared down a bit. The base B5 engine is no longer offered with front-wheel-drive and the more powerful B6 engine has been discontinued. There are some additions, though, including an air purifier for Plus and Ultimate trims and laminated windows for the Ultimate. A new Black Edition appearance package also debuts for the top trim. What are the XC60 interior and in-car technology like? Volvo’s attractive and refined shape is mirrored in its stylish, welcoming interiors.