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Hyundai details its five Super Bowl ads, Santa Fe is MVP [w/video]

If the Super Bowl were Las Vegas, Hyundai would be considered one of its whales. The South Korean automaker will be advertising for the sixth straight year during The Big Game, and this time it's rolling up with five spots, four of them new. The new 2013 Santa Fe gets the star treatment, featuring in three of the spots, but the theme throughout is using "a Hyundai vehicle as the ultimate sidekick and partner-in-fun."
The four brand new commercials are:
Epic PlayDate - the headliner, uses the Santa Fe for "an unforgettable and epic play date" and features a brand new song from "a legendary alternative rock band."

Hyundai sees tough year ahead, plans to introduce 13 new models

SEOUL — South Korea's Hyundai Motor Group predicted another year of tepid car sales growth on the back of a slow 2018, saying trade protectionism adds uncertainty and major markets such as the United States and China remained sluggish. In his first New Year address to employees, group heir apparent Euisun Chung said Hyundai Motor Co and Kia Motors would complete a restructuring of South Korea's second-biggest conglomerate, which is widely expected to pave the way for him to formally succeed his octogenarian father as head of the group. The complicated succession plans come as Hyundai contends with a bunch of problems that have cost it market share in China and the United States and stalled its rise up the ranks of global automakers. It missed a boom in sports utility vehicles (SUVs), faces potential U.S. tariffs and a U.S. investigation over how it handled a vehicle recall, and lost ground in technological advances such as self-driving cars. "Business uncertainties are heightening as the global economy continues to falter. Walls of protectionism are being constructed around the world," Chung, 48, told hundreds of employees at the group's headquarters in Seoul. "Internally, we face challenging tasks such as stabilizing business in major markets like the U.S. and China, while simultaneously enhancing our responsiveness to drive future growth." Hyundai and Kia — together the world's fifth-biggest automaker — set what they called a "conservative target" of 7.6 million vehicle sales in 2019, a 3 percent increase from the 7.399 million vehicles sold last year. The 2018 sales fell short of the group's target of 7.55 million vehicles, marking its fourth consecutive annual sales goal miss. The duo sold 7.25 million vehicles in 2017. Morgan Stanley expects global auto production to fall 1 percent in 2019, the first drop in nine years. In that environment, the group said it would launch 13 new or face-lifted models in 2019, including a premium Genesis SUV, the big Hyundai Palisade SUV and the Sonata sedan. "Hyundai will be launching new models, but competitors will be also doing so, making it difficult for Hyundai to increase shares in the sluggish markets in China, U.S. and Europe," said Sean Kim, an analyst at Dongbu Securities. Hyundai shares ended down 3.8 percent and Kia slumped 2.7 percent, while the wider market <.KS11> was down 1.5 percent.

Go fetch yourself: Hyundai Le Fil Rouge shows off self-parking and wireless charging

With the impending onset of autonomous technology, future cars will not only be able to drive people to their destinations without assistance, they'll also be able to perform tasks without humans in them at all. Hyundai and Kia, among other companies, see this as an opportunity to solve small infrastructure problems and quell inconveniences. In particular, the Hyundai group envisions an electric car that can park and charge itself using wireless induction technology. Using the Le Fil Rouge concept car as the subject, Hyundai released a video that demonstrates how this idea could potentially work. Assume that autonomous cars will be interlinked through a network. In this video, a parking garage and the owner of the network also have access and connectivity to that theoretical system. After the driver gets out of the car at her destination, she uses an app on her smartphone to instruct the car to go to the nearest available charging station. The car then drives to a paired parking garage, sans humans, and parks itself in an available spot with a wireless charging pad. Using magnetic induction, the car refills on energy. When the charge is complete, it then moves itself to a different normal parking spot using the so-called Automated Valet Parking System (AVPS) until the owner is ready for the car. When the owner summons the car using the app, the Le Fil Rouge, now shown in the video as ready with 341 miles of range, wakes itself up and drives back to the owner. Although this is a concept for now, Hyundai and Kia believe it could become a reality within the decade. They are considering commercializing such technology with their Level 4 autonomous vehicles, which are expected to launch about 2025. The ultimate goal of launching fully autonomous rides is set for 2030. The idea of self-parking is something several manufacturers are already working on. Tesla has its summon feature, NIssan is exploring the idea with its Pro Pilot program, and Volkswagen plans to unveil its own version in 2020. At this point, both wireless charging and self-parking features seem inevitable. Hyundai Le Fil Rouge Self-Parking View 5 Photos Related Video: