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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.

GMC teases Hummer EV's removable roof panels

Today was supposed to be the day that GM took the wraps off its GMC Hummer EV. We were told as much during the Super Bowl commercial, but GM revised it to an undecided future date, citing the coronavirus as the reason. Instead of the big reveal, we have a teaser.  The Hummer EV is going to feature removable roof panels, and now we get a better look at them. There are four roof panels and a front T-bar that come out of the truck. You can see what that looks like in the video at the top of this post. Comparisons to Jeep are obvious as the open-air experience is likely similar to the Gladiator and Wrangler with their hardtop roof panels removed. That zero-limits slogan makes a bit of sense from this respect. With the sheer number of roof panels, we suspect a single person will be able to remove them alone. In addition to the video of the roof, we get a small peek at the massive digital screens the Hummer will be sporting. Check them out at the bottom of the photo below. They appear to be two large slabs, separate from each other. Other details are scarce on the ground. We’re not sure when the Hummer will make its grand entrance at this point, but are still excited to see the 1,000-horsepower truck hit the road. GMC is still advertising the 0-60 mph time of just 3 seconds, too. The latest tidbit of news suggests that further teasers might be coming, so we could be in for a rather drawn out reveal process. Our senior green editor John Snyder got to see the GMC Hummer in person earlier this year at GMÂ’s EV Day and described it like this: “ItÂ’s a big, off-road-ready pickup complete with giant all-terrain rubber and tow hooks. It features removable roof panels for access to the open sky, which appears to be depicted in the teaser above. It features sail panels behind the C-pillars, similar to those on the Chevy Avalanche and Honda Ridgeline. Its bed was concealed with a tonneau cover, but it sported GMCÂ’s MultiPro tailgate that we first saw on the Sierra Denali. Interior photos showed a spacious interior with blocky shapes, squared hourglass vents that mirror the look of the taillights and a lunar theme that incorporates the topography of the Sea of Tranquility into things like the floor mats and speaker covers. It also has a large infotainment screen as well as a digital instrument panel.” Related video:

Overland Expo's GMC Sierra AT4X is an Aussie-style ultimate overlander

Overland Expo is a caravan of companies producing everything one could need or want for overlanding. So what better what to showcase the kind of hardcore overlander possible by dipping into that parts caravan than to build just such an overlander? That's what the Expo did in creating its second Ultimate Build, based on a 2022 GMC Sierra AT4X. Overland Expo said it chose the Sierra for the 6.2-liter V8 with 420 horsepower and 460 pound-feet of torque because it wanted to "go bigger and more extreme" than its first build last year, which was based on a Toyota 4Runner TRD Off-Road. This Sierra trim was chosen over its AT4 sibling due to the extra dose of rugged, like the Multimatic spool dampers that provide about an inch more suspension travel front and rear, and the front and rear locking differentials. The Denali-like luxury isn't a bad thing to have, either. The only performance mods are a MagnaFlow cat-back exhaust, Firestone Ride-Rite air springs at the bag and 17-inch Icon Dynamics wheels on 33-inch 33 Firestone Destination Mud Terrains replacing the stock 18-inchers on Goodyear Wranglers.   Rig builder Mule Expedition Outfitters tapped more than 21 exhibitors for components, and spent "hundreds of hours" putting them all together seamlessly. The most eye-catching swap comes from the MITS Alloy three-foot canopy and tray that replaces the pickup bed. MITS is an Australian company, hailing from the land that also gives us overlanding powerhouses like ARB and Old Man Emu, and this is a popular outback-style rig. In addition to the storage areas on the sides and underneath, the canopy holds a Dometic refrigerator, Green Goat Outdoors camp kitchen and an eight-gallon water can that feeds a Geyser Systems shower. A solar panel on the roof routes power to a pair of lithium-ion batteries in the canopy as well, their output controlled by a Redarc RedVision Manager30.  There are plenty of Rigid lights for avoiding trouble, and a Forrest Tool Max Tool Kit plus GoTreads for when trouble inevitably appears anyway. The crew cab should hold plenty of gear, but anything else that needs to be stored outside will go in a set of 3D dry bags.