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Lexus NX, BMW i3 to get Super Bowl commercials

At this point last year, we'd been getting news on automotive-focused Super Bowl commercials for more than two months. The teasers hadn't come out yet, but manufacturers lined up for the super-expensive spots were making their intentions known. This year? Almost nada, until this week. BMW has said it will air a 60-second spot promoting the i3 during the first quarter of the game, the Munich firm returning to The Big Game after a four-year absence. BMW says, "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." We say that pitching a tiny range-extended hatchback during the beer-iest American sports orgy of the year should make for some neat commentary afterward. Lexus is putting its new NX crossover in the second Super Bowl commercial it's ever aired, eschewing the glitter of celebrities and glamor for a straight-shooting spot and the tagline, "Be seen, be heard, make some noise." Joining those two are Kia, Mercedes-Benz, Nissan and Toyota. The six confirmed carmakers are down from eleven last year, when car spots made up a quarter of the total ad time. The price to do business for 30 seconds this year: reportedly around $4.5 million, up a stacks from last year's $4 million. You can watch the Lexus commercial in the video above, and beneath that, the BMW press release below has a bit more information on its effort. BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX. The all-electric BMW i3 is featured in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. Woodcliff Lake, NJ – January 15, 2015... Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter. "As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." BMW i is BMW's forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world's most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber.

Not just 'our logo on a sail': Automakers gain technology from America's Cup

HAMILTON, Bermuda - From water taxis that "fly" on hydrofoils to aircraft wings and cutting-edge car steering wheels, the America's Cup has produced technology with potential far beyond its "foiling" catamarans. With their focus on carbon fiber and aerodynamics, the teams that fought for the America's Cup attracted partners including planemaker Airbus and automotive groups BMW and Land Rover, who were keen to learn from them. One area where this is likely to have an impact is in harnessing "foiling" technology, where the America's Cup boats "fly" above the water on foils, cutting water resistance. "Foiling in small electric boats will most likely appear on rivers in major cities. We are just at the beginning of the foiling adventure," Pierre Marie Belleau, head of Airbus Business Development, who managed its partnership with Larry Ellison's Oracle Team USA, told Reuters. The space-age catamarans used in the 35th America's Cup, which ended in victory for Emirates Team New Zealand this week, can sail at maximum speeds of 50 knots (57 mph) and have more in common with flying than sailing."CARBON FIBER RELATIONSHIP" For Jaguar Land Rover, which sponsored British sailor Ben Ainslie's attempt to win the cup, the relationship is a strategic one with a focus on technology and innovation. "We don't just get our logo onto a sail," Mark Cameron, JLR's Experiential Marketing Director, said by telephone, adding that the carmaker would be providing more designers to help Land Rover BAR with technology for their next campaign. "This is a dynamic sport that is developing fast. ... It's moving quickly just like the car industry is moving quickly. It's all changing," Land Rover produced a special steering wheel for Ainslie to use in the America's Cup, with in-built gear shift paddles that allowed him to adjust the catamaran's "flight" levels. The relationship is similar between BMW and Oracle Team USA, with the German automaker focused on areas including the electronics in the wheel used by skipper Jimmy Spithill, the development of carbon fiber used to make the boat and its components, and the aerodynamic testing. "We like to think of ourselves more as a partner than a sponsor. We have a very strong carbon fiber relationship," Ian Robertson, who is the BMW management board member responsible for sales and brand, told Reuters between races. "This is a dynamic sport that is developing fast. ... It's moving quickly just like the car industry is moving quickly.

Editors’ Picks April 2023 | New X1, a Bentley and some luxury EVs

This month of Editors' Picks features a smattering of luxury vehicles in both sedan and SUV body styles. The new BMW i7 was a big surprise, and the Mercedes-Benz EQE is a lovely enough electric sedan to get our recommendation, too. We've given every other Bentley model an Editors' Pick before, and the Bentayga follows suit. Lastly, BMW nabs a second in April with the newly redesigned X1 subcompact crossover. In case you missed our previous Editors' Picks posts, here’s a quick refresher on whatÂ’s going on here. We rate all the new cars we drive with a 1-10 score. Cars that are exemplary in their respective segments get an EditorsÂ’ Pick designation. Those are the ones weÂ’d recommend to our friends, family and anybody whoÂ’s curious and asks the question. The list that youÂ’ll find below consists of every car we rated in January that earned an EditorsÂ’ Pick.   2023 Mercedes-Benz EQE 2023 Mercedes-AMG EQE View 38 Photos Quick take: The EQE offers all the niceties of a traditional E-Class in an electric form. Its design is simplistic and bland to a fault, but everything else about it is executed well. Score: 7.5 What it competes with: Porsche Taycan, Audi E-Tron GT, Tesla Model S, BMW i4 Pros: Gorgeous interior, big backseat, advanced tech, excellent driving AMG variant Cons: Bland design, average range/charging speed, questionable value From the editors: Road Test Editor Zac Palmer — "I drove the AMG version of the EQE, and while it's a rocketship of an EV, it lacked the ne'er-do-well nature of the gasoline-powered AMG versions of the E-Class. The interior is beautiful, but I can't say the same for the exterior, even with the AMG add-ons. The AMG EQE is a perfect Benz, but I wouldn't go so far as to call it the perfect AMG product." In-depth analysis: 2023 Mercedes-Benz EQE Sedan Review: A smaller, less expensive EQS   2023 BMW X1 2023 BMW X1 xDrive28i 03 View 31 Photos Quick take: The BMW X1 is the driver's choice in the subcompact luxury SUV segment. Its size and abundance of tech makes it a great all-rounder for anybody's taste, though. Score: 8.0 What it competes with: Volvo XC40, Audi Q3, Mercedes-Benz GLB, Mercedes-Benz GLA, Jaguar E-Pace, Lexus UX, Land Rover Discovery Sport, Pros: Fun to drive, great utility, traditional and handsome design Cons: Interior feels spartan, value is questionable From the editors: Senior Editor, Green John Beltz Snyder — "This segment is a competitive one, but the X1 sets itself apart as the driverÂ’s car.