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Hyundai pushes performance in Canadian Super Bowl ad

We keep seeing automakers put their Super Bowl ads online ahead of time, and here's one more to add to the list, although with a twist. The Internet might be the only place for many people to check out Hyundai's commercial because the spot is only playing in Canada during the game. The one-minute ad, titled Welcome to the New Age, eschews telling a narrative like many of this year's commercials. Instead, Hyundai offers a mix of energetic music over stylized imagery of the design, production and driving of the Genesis, plus a few brief cameos of other vehicles from the brand. The result is something a lot more visceral than many of the other spots so far. Too bad so many viewers are going to miss it. Autoblog reached out to Hyundai Canada for more information on the ad. According to company spokesperson Chad Heard, there is "no plan for it to be used in the US. It is specific to Canada." The spot will air during halftime.

Hyundai US marketing chief steps down

For the past four and a half years, Hyundai's marketing efforts in America have been steered by Steve Shannon. But now the Korean automaker is going to have to find a new marketing guru, because Shannon has reportedly stepped down with apparently immediate effect.
A career automobile marketer, Shannon came to Hyundai early in 2011 after over a quarter century at General Motors, effectively switching places with Joel Ewanick and Chris Perry, who moved from Hyundai to GM the previous year.
During his 25 years in Detroit, Automotive News points out, Shannon worked with such brands as Buick, Oldsmobile, Saab and Hummer. He was particularly instrumental in launching the Saturn brand and served as executive director of marketing for Cadillac prior to moving to Hyundai.

Hyundai returns to spark-compression engines with $5 million grant

Ed note: This version adds comment from a Hyundai spokeswoman. Hyundai said Monday it has won a grant worth $4.95 million from the U.S. Department of Energy to support research and development for an advanced, mixed-mode gasoline spark-compression engine, meaning the Korean automaker appears to be back at it in its quest to develop a fuel-efficient, low-emissions gasoline compression engine that can catch the likes of Mazda's Skyactiv-X. Hyundai says the three-year grant will leverage existing work with advanced valve train and previous DOE-funded technologies. Hyundai previously was working on its own HCCI — short for homogeneous charge compression ignition — project, developing a Gasoline Direct-Injection Compression engine with help from Delphi that used supercharging and turbocharging, a high compression ratio and fully variable valve train. But it has never come to fruition, reportedly due in large part to added costs. Hyundai spokeswoman Michele Tinson said the grant will support a new project for the automaker. "It's a departure from the past efforts forging a new direction forward for Hyundai where the fuel and engine combustion modes can be optimized to meet new targets," she said. Tinson said the GDCI project is completing its third round of DOE funding. Hyundai in December said it plans to release 38 environmentally friendly vehicles along with its affiliate Kia, and using a variety of technologies, by 2025. Hyundai alone will account for 18 of them. The aim is to use the spark-compression engines for conventional gasoline-powered vehicles, plug-in hybrids and mild hybrids. "The opportunity to explore mixed-mode engine technology through the DOE's grant signifies Hyundai's commitment to advanced research technology and compression engines," John Juriga, director of powertrain technologies at Hyundai America's Technical Center near Ann Arbor, Mich., said in a statement. "The co-operative research project along with Michigan Technological University and Phillips 66 signifies the importance in developing fuel and engine innovations that work together for optimal vehicle performance and leading fuel economy ratings." Mazda's Skyactiv-X compression-ignition engine uses Spark Controlled Compression Ignition to achieve diesel-like gains in fuel economy — about 20 to 30 percent higher than its current gasoline engines — and lower emissions from regular gasoline. It's said to debut in late 2019. Related Video: