2008 Audi S5 Base Coupe 2-door 4.2l on 2040-cars

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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.

New Audi Q5 refines original model's winning formula

The first Audi Q5 made a name for itself as a baby Q7, hitting a Goldilocks zone in the crossover segment and challenging BMW, Mercedes-Benz, and Lexus for supremacy in what would become one of the luxury market's most important segments. The Q5 is already Audi's best-selling vehicle globally, underscoring its importance to the German brand. Like its predecessor, the second-generation Q5 takes the Q7's looks and tech, then distills it into a smaller package. But unlike the Q7, the Q5 doesn't look quite so dowdy in its redesigned body. We'll attribute that to the smaller front and rear overhangs, which keep the Q5 looking like a crossover instead of a high-riding wagon. The face is mostly a carbon copy of the Q7's, with a prominent grille featuring a silver surround and flanked by a set of clean, stylish headlights. In back, the smaller Audi gets more expressive taillights that harken back to the first-generation model in their lighting signature. We aren't really sure what Audi was going for with its two-tier rear bumper, but it doesn't work and is inarguably the worst piece of an otherwise fashionable design. Aside from restyling the Q5's body, Audi managed to both expand it in every direction and trim nearly 200 pounds of body fat through a mix of "maximum tensile strength" steel and aluminum. Audi is also promising an impressive aerodynamics gain for the new body – the company's engineers slashed the coefficient of drag from 0.33 to 0.30. That should mean a quieter and more efficient drive. Like the Q7, the new Q5 benefits from Audi's push into advanced driver information systems. It gets the 12.3-inch TFT display, also known as Virtual Cockpit, on top of the 8.3-inch MMI display atop the center stack. MMI takes a page from Apple with its Personal Route Assist. Much as CarPlay will automatically display how long it takes you to get home, Audi's new system can study an owner's behavior and suggest the best route to a given spot, even when the navigation isn't active. While we're geeked about the new tech, the powertrain front is less newsy. The European press release lists one gas engine – a 252-horsepower 2.0-liter, turbocharged four-cylinder – and four TDI powertrains. Those latter engines are dead to the US, as Audi faces the backlash from parent company Volkswagen's diesel emissions scandal.

Despite premium carmakers going downmarket, luxury auto sales stick at 10-11%

According to research conducted by global information company IHS Automotive, the leporine birthing of new models by luxury manufacturers over the past six years hasn't increased their market share in the US. Even as car sales reached 15.6 million units, IHS says what's happened instead is that luxury buyers are merely moving from one brand to another, moving from larger luxury vehicles into hot segments like compact luxury crossovers or leaving the market at the same rate as other buyers enter.
Whether broken out by makes or by segment, market share has rollercoastered inside a narrow band from 10.5 to 11.5 percent since "at least" 2008. Closer investigation reveals the shifting boundaries in the aspirational pond, with brands like Mercedes-Benz and Audi gaining territory as Lexus and Lincoln lost it, and Saab and Hummer were buried, dead, under it. One neat note is that Tesla has gone from a share of zip to .12 percent.
The subcompact and compact crossover segments show growth, with those little high-riders jumping from .3 percent to 1.16 percent of overall industry sales. Their rise, though, is concomitant with the decline of four other segments: compact and midsize cars and fullsize cars and SUVs. We think the next few years that will tell if the small-car expansion can overcome the large-car retraction, with a phalanx of smaller offerings like the CLA only recently hitting the market and others like the GLA, Macan and Q1 doing so in the near future.