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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.

How does a massive Volvo truck compare to a Koenigsegg on a track?

Volvo Trucks thinks that its latest FH semi truck has a little sports car DNA mixed in with the ability to haul heavy loads thanks to its novel dual-clutch gearbox. And the company's marketing department certainly has an intriguing strategy to get the word out about the big rig's sporty traits. First, it staged a prank on an unsuspecting valet on the Italian Riviera, and now the FH has lined up a track battle around the Knutstorp racetrack against Sweden's ultimate supercar - a Koenigsegg One:1.
Fifth Gear host Tiff Needell takes the reins of the big Volvo and spends a little bit of time talking up its I-Shift Dual Clutch gearbox. However, the real fun is seeing the FH taking on the One:1. Of course, a head-to-head battle would hardly be fair against these extremely mismatched opponents. Instead, the challenge is for the 1,360-horsepower Koenigsegg to lap the track twice in the same time or less than the semi can do it once.
You just have to watch the video to see how if the big rig rises to the challenge. Also, scroll down to read Volvo Truck's press release touting the new gearbox, and check out the company's YouTube channel for more views of the race and a behind-the-scenes look.

Junkyard Gem: 1976 Volvo 244 DL

Volvo did well enough selling the PV444/544, Amazon and 140 in the United States, but it was the Volvo 200 Series that really launched Goteborg iron into the American big time. Introduced here as a 1975 model, the 200 stayed in production for nearly two full decades and remains the most instantly recognizable Swedish car ever made. Here's an early-production 244, found in a Denver-area car graveyard not long ago. The 200 Series could be considered an update of the late-1960s-vintage 140 Series, since it's essentially the same car from the A pillars back. The main difference between the two is the MacPherson strut front suspension in the 200 Series. Volvo went through several naming systems for U.S.-market 200 Series cars over the decades, with the initial one being the easiest to decipher: a three-digit number followed by a two-character trim-level designation. The first digit in the number represents the series, the second represents the number of engine cylinders and the third the number of doors. There were six-cylinder 262s, 264s and 265s sold in the United States from 1976 through 1981, powered by the same PRV V6 engine that went into the DeLorean DMC-12, so it's incorrect to refer to all 200 Series Volvos as 240s. This car is the best-selling member of the 200 family, with a four-cylinder engine and four doors. This is a fuel-injected 2.1-liter SOHC straight-four, rated at 98 horsepower and 110 pound-feet; the 1975 240s received the 2.0-liter pushrod engine from the 140. There were two transmissions available in the 1976 240s: a four-speed manual or a three-speed automatic. This car has the automatic. Even thought it's a base DL model, this car's first owner paid an extra $456 for air conditioning (about $2,580 in 2024 dollars), on top of the $500 premium for the automatic transmission ($2,829 after inflation). That pushed the cost for the car up to $7,551, or $42,717 in today's money. You could get a swanky new 1976 Buick Electra Limited four-door hardtop for just $6,852, but those sensible Volvo buyers knew it was worth paying a premium for genuine Scandinavian safety and build quality. European-market headlights were strictly forbjuden on American roads during the early Malaise Era, according to federal safety regulations, so Volvo had to install these unsightly sealed-beam rigs on their cars here.