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This Hyundai commercial may be the weirdest of Super Bowl 50

It happens every year at the Super Bowl. For every headline-making, Twitter-breaking commercial, there's an ad like this one, simply titled "Better," from Hyundai. An ad that's so odd, people will focus not on its message, but the overarching weirdness of the spot. The ad in question follows the life of a man born with an exposed V8 engine where his heart should be (it's actually a little high, but we're nitpicking). Yes, it's as strange as it sounds. According to Hyundai, the man "strives to make the world a better place," but the only time we see anything approaching that is when he opens a jammed umbrella for a woman. For most of the ad, it's hard to tell you're even seeing a car commercial. It's not until the end, where the man is shown working in a Hyundai design studio alongside people with similar anatomical features, that the ad begins to make sense. Perhaps part of our disappointment with Hyundai's latest Super Bowl spot is that the NFL's official automotive sponsor has done so well otherwise. The brand has become a fixture during the big game over the years, and will likely see some success in 2016 with spots featuring both Ryan Reynolds and Kevin Hart. Those successes aside, though, we'll be surprised if there's a great response to this particular Super Bowl 50 commercial from Hyundai.

EV battery prices to stop falling in 2020, Hyundai says

SEOUL — Hyundai believes electric vehicle battery prices will level off by 2020 due to supply constraints of key ingredients, ending years of sharp declines that have helped stimulate activity in the booming sector. Despite its cautious outlook, the South Korean carmaker and smaller affiliate Kia plan to release 38 green models using a variety of technologies by 2025, Hyundai Motor Senior Vice-President Lee Ki-sang said. "Not a single ingredient is going in a positive direction in terms of pricing," Lee, who oversees Hyundai's green car operations, said in remarks to reporters last week that were embargoed until Wednesday. "So far battery prices have been declining at a rapid pace, but the pace will moderate significantly or maintain the status quo by 2020." While rivals have announced ambitious plans for electric vehicles, some analysts say Hyundai has been late to the game. It plans to launch a long-range electric vehicle next year, well behind the likes of General Motors and Tesla. Demand for minerals such as nickel, cobalt and lithium used in electric car batteries is forecast to soar in the coming years as governments crack down on vehicle pollution and carmakers step up their investments in electric models. Batteries are the most expensive part of electric vehicles, and their affordability is key to the take-up of the technology. Lithium-ion battery cell prices fell about 60 percent in the five years to 2016 as larger-scale production made them cheaper to make. In September, Reuters reported that Volkswagen was moving to secure long-term supplies of cobalt for the group's electric vehicle plans, but its talks with cobalt producers in November ended without a supply deal. Lee said that although Hyundai saw the need to develop batteries in-house, it still relied on outside suppliers due to a lack of economies of scale to secure raw materials. It aimed to release vehicles powered by solid-state lithium batteries by about 2020, promising greater range and safety than existing lithium-ion units. Japanese rival Toyota also has announced a similar schedule for the development of vehicles powered by new, potentially revolutionary solid-state batteries. In addition to hybrids and battery-powered vehicles, Hyundai was "coordinating" with Fiat Chrysler Automobiles over hydrogen cars propelled by electricity generated from fuel cells, Lee added.

We check out Hyundai's HRL exoskeleton, a robotic mobility suit for paraplegics

Hyundai makes some of the largest vehicles in the world – to wit, 185,000-ton ships with 56-foot high engines making power at 84 rpm – but its R&D division has found enough human-factor synergy with autonomous vehicle development that they're now working on robotic exoskeletons. We were recently introduced to two of these devices: the HRL designed to increase mobility and therefore quality of life for paraplegics; and the WEX, designed to assist in repetitive-motion lifting. Both of these machines are powered by replaceable lithium-ion battery packs with a 4-hour run time and 40-minute recharges. The HRL robotic legs are designed for people 64 to 71 inches tall and less than 250 pounds. The aluminum segments are adjustable in centimeter increments over a 10-cm range, and the 22.4-inch width means it would fit in many long-haul aircraft forward seats. With the 4.4-lb battery pack, the HRL weighs about 41 pounds. There are six 50:1 reduction-gear actuators, two pelvic actuators rated at 224 pound-feet of peak torque with 60-degree range of motion, and two hip and knee with 112 lb-ft peak, 180 degrees and twice the rotational speed of the pelvic motors. Twenty sensors control it all with default speed of just under a mile per hour and a top speed of 1.5 mph, and step length can be adjusted by smartphone via Bluetooth. One of the accompanying crutches has four thumb buttons much like a video-game controller, though they're experimenting with simpler inputs including a joystick. The crutch communicates with the leg unit over a few feet of distance via Zigbee wireless protocol, with security layers added for both obvious reasons and to ensure two users in the same vicinity won't transmit to the other's unit. An HRL can help you sit, stand, walk or climb and descend stairs; it will also stand on its own, simplifying the process of putting it on. Your correspondent is outside the design height limits so rather than do any impromptu CG research we deferred to colleague Chris Davies of Slashgear for impressions wearing it: "It grips tightly, the support would be comforting, and it delivers good posture. It does take some getting used to – when it first lifts up a leg to move it forward you do feel like you're going to fall over – but once you establish a gait and stop over-thinking it becomes much easier." Indeed, he never fell over and most who tried established a rhythm within a few minutes, if not a 1.5-mph sprint.