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Hyundai hires actor Paul Rudd as pitchman [w/video]

The Dude abides, but his deep voice is going to be coming from your TV a little less. After seven years of his earthiness, laid back actor Jeff Bridges is no longer the voice of Hyundai in the brand's advertising. He has been replaced by comedian Paul Rudd who is already narrating the new commercial for the 2015 Hyundai Sonata.
"We were looking for a voice that could be recognizable and relatable to a new generation of car buyers," said Steve Shannon, vice president of Marketing, Hyundai Motor America, in the company's announcement of the deal. "Rudd can be serious, humorous, informative and entertaining all at the same time."
According to Hyundai spokesperson Derek Joyce speaking to Autoblog, the deal with Rudd goes for the next three years. "He's our tier one voice, and that's going to affect tone" in the company's ads," Joyce said. The first spot with Rudd is titled Co-Pilot, and it stars a backseat driver losing out to the Sonata's navigation system and safety features at every turn. Rudd isn't physically in the commercial but does the ending voiceover. The company wouldn't say when the next ad with the new pitchman might debut.

Heads up: Hyundai mostly reveals the Kona crossover

Hyundai is set to reveal its new Kona crossover to take on other funky compacts like the Kia Soul, Nissan Juke, and Toyota C-HR. But before it fully reveals the car, the company has mostly revealed the car in the form of new images and a teaser trailer. The photos show us both three-quarter shots from the front and the back, and the car is surprisingly well-lit. These photos give us our best look yet at the mean-looking split headlights of the Kona, as well as its iteration of Hyundai's corporate grille and upper scoop. The aggressive front end is matched by bulging fenders, thick black fender flares, and a deep, sculpted character line running down the side of the car. It looks like the Kona will also have a trendy contrasting roof, too. The aggressive front and sides come to a somewhat underwhelming conclusion at the back. The rear hatch looks like fairly generic Hyundai. But it does appear to be bolstered by some chunky-looking rear reflectors that house the reverse lamps. Those reflectors also appear to be surrounded by the same black material the fender flares are made of. The rear bumper, which is one of the few things that isn't visible, will likely also look fairly tough and rugged. The teaser trailer shown below doesn't reveal quite as much of the Kona, but it does highlight a feature of which Hyundai is rather proud: the heads-up display. It's the first heads-up display used on a Hyundai product, and it uses a pop-up panel onto which information is displayed. It works pretty much like the displays used by Mazda and Mini. So it isn't anything particularly remarkable, but the availability of a heads-up display is always nice, and the color projection does look attractive. Look for more details and the full reveal of the Kona later this summer.

Hyundai: hydrogen cars will gain wider acceptance in 10 years

Hyundai Motor Company said Monday it believes hydrogen fuel cell vehicles are the future for eco-friendly cars despite challenges of limited infrastructure and slow sales. South Korea's largest automaker has sold or leased 273 Tucson fuel cell SUVs since beginning production in 2013, mostly in Europe and California. The company had plans to make 1,000 in its first year of production. Kim Sae Hoon, general manager at Hyundai's fuel cell engineering design team, said fuel cell cars represent a bigger opportunity than electric cars because competition is less fierce. Hydrogen-powered cars also give more flexibility to designers, he said. They can be scaled to big vehicles such as buses as well as small cars. They can also be refueled as quickly as gasoline cars while traveling more miles than electric vehicles. The Tucson's European version, called the ix35 Fuel Cell, can travel up to 594 kilometers (369 miles) while its US model travels up to 265 miles (426 kilometers) on one charge on the various government efficiency tests. It emits water vapor and no greenhouse gases. High prices and the dearth of fueling stations are barriers to sales of fuel cell vehicles. Hyundai said it will be another 10 years before hydrogen cars start gaining wider acceptance. In the meantime, sales of eco-friendly cars are dominated by hybrid models such as Toyota's Prius and electric vehicles such as the Nissan Leaf, which are more affordable than fuel cell cars. Hyundai also produces hybrid cars and electric vehicles. It plans to invest 11.3 trillion won ($10 billion) in eco-friendly technology including hybrid cars, electric battery vehicles and hydrogen fuel cells in the four years from 2015. To boost sales, Hyundai slashed the Tucson fuel cell's price in South Korea in February to 85 million won ($76,000) from 150 million won ($134,000). South Korean customers are local government offices as there is no government subsidy for consumers. South Korea's government plans to establish 10 charging stations for fuel cell cars and expects 1,000 hydrogen-powered vehicles will be on the streets in South Korea by 2020. Japan started production of hydrogen-powered cars later than South Korea but such vehicles are experiencing faster growth in Japan with support from Prime Minister Shinzo Abe's government. Toyota started sales of its Mirai fuel cell sedan in December and has decided to increase production to 3,000 vehicles in 2017, which is quadruple production this year.