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Watch these Super Bowl car commercials [UPDATE]

On Sunday, February 3, the New England Patriots take on the Los Angeles Rams in Super Bowl 53 at Mercedes-Benz Stadium in Atlanta, Georgia. Some will watch because of the storyline of the old-school dynasty facing off against the new-school wunderkinds, but a large chunk of people will solely be watching for the commercials. Lucky for those who slot into the latter category, many of the manufacturers release their super bowl ads ahead of time, or have simply opted to release the commercials only online. Scroll down to see what car companies have already shown their cards. Audi Audi goes the comedic route in its clip for the Big Game. It starts with a grandpa showing his grandson a gorgeous Audi e-tron GT tucked away in a garage before he's shaken awake. Turns out he was just choking on a cashew in his cubicle at his boring job. Dodge Dodge does what it knows: create enough smoke to punch more holes in the ozone layer. Set to "The Devil Went Down to Georgia (the Super Bowl is in Atlanta, get it!?), a Challenger SRT Hellcat widebody, Charger SRT Hellcat, and Durango SRT are seen ripping through a city, leaving a trail of rubber crumbs in their wakes. Genesis Genesis has not yet released a commercial prior to the Super Bowl, but it is the official luxury vehicle of the NFL. Because of this, Genesis is hosting a fan experience for 10 days before the game. It will showcase the brand's cars, offer games, and have photos opportunities and autograph days. Hyundai Jason Bateman alert! Hyundai is one of the few companies to hook a major celebrity for its advertisement, and the casting is perfect. Bateman plays a doorman who takes people to various terrible events in life, including root canals, the middle seat, and shopping for a car. The ad centers around Hyundai's Shopper Assurance, which is Hyundai's new method for car shopping. Jeep An old 1963 Jeep Gladiator finds its strength in the crusher and transforms into a a new 2020 Gladiator, with a firm declaration that the nameplate is officially back. Kia Through Kia's commercial, a young boy wonders out loud what it'd be like if the millions spent on Super Bowl commercials were used to help others.

Volvo's electric XC90 SUV to include lidar as standard equipment next year

DETROIT — Volvo Cars plans to make lidar sensors standard equipment in a new generation of its XC90 SUV next year as part of a strategy to deploy more advanced safety and automated driving technology that relies on precise images of the world around the vehicle. The decision by Volvo Cars to fold lidar sensors into the base price of its vehicle is a bet that customers will pay for the additional capability. It has been called a "watershed moment" by some in the industry. The Swedish brand, owned by China's Geely group, is taking a sharply different road from rival Tesla Inc, which has shunned lidar and radar and is focusing on just cameras and software for its automated driving systems. Self-driving car sensor startup Luminar Technologies Inc will supply Volvo Cars with its Iris lidar and Sentinel software in combination with software from Volvo in the electric XC90 SUV that will be built in South Carolina and go on sale in 2022, the companies said. The new technologies are designed to address traffic situations that often result in severe injuries and fatalities. Over time, the technology will become more capable and will increasingly intervene to prevent collisions, the companies said. "By having this hardware as standard, we can continuously improve safety features over the air and introduce advanced autonomous drive systems," Volvo Cars Chief Executive Hakan Samuelsson said in a statement. Lidar sensors, which use laser light pulses to render precise images of the environment around the car, are seen as essential by many automakers to enable obstacle detection and avoidance in advanced driving assistance systems and eventually in fully automated vehicles. Complete sensor set on on electric successor to XC90 Until now, lidar has been too costly for automakers to implement as anything other than an option that costs extra. Luminar CEO Austin Russell said the pricing for its lidar is on the order of $1,000 per unit. Volvo Cars' chief technology officer, Henrik Green, said cost is not the focus for the Swedish auto brand. While the price of the technology will come down over time as volumes grow, the rollout will accelerate use of automated services that the company can charge for. Green said subsequent vehicles will add the lidar package as standard, and that this continues Volvo Cars' history of being first to standardize many safety features, including three-point seat belts and side-impact airbags.

Google's new HD Maps to launch with Volvo EX90 and Polestar 3

Volvo and sister company Polestar will be partners in launching Google's new HD Maps service -- an integrated solution designed specifically for automotive applications that pulls realtime data to improve vehicle navigation. The new tech will launch in Volvo's all-electric EX90 and the Polestar 3. HD Maps will integrate sensor data with real-time traffic information to better enhance route planning and will talk to the onboard Pilot Assist semi-autonomous suite to provide highly accurate information about the vehicle and its surroundings. Volvo says the new suite will be available on models equipped with its Pilot Assist system. "The addition of Google HD Maps in our future car lineup marks an expansion of our strategic collaboration with Google, reflecting our commitment to work with technology leaders," says COO and Deputy CEO Javier Varela. "Implementing Google HD Maps in our upcoming cars will help us offer our drivers a more enjoyable driving experience and in future contribute to the introduction of safe autonomous driving." "Building on our long history of mapping the world, Google’s new HD map is designed specifically for automakers and provides comprehensive lane-level and localization data that is crucial to powering the next generation of assisted and autonomous driving systems," says Jorgen Behrens, VP and general manager of Geo Automotive, Google. "WeÂ’re excited to continue partnering with leading automakers like Volvo Cars to improve the safety and comfort of drivers everywhere." Volvo's existing relationship with Google brought us the Android Automotive operating system (not to be confused with Android Auto, the app) currently rolling out across the brand's lineup. In fact, the two companies announced that the latest over-the-air update the company will deploy includes Google Assistant updates. It is expected to reach 350,000 customers worldwide.  Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.