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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.

Former Lamborghini designer reportedly headed to Hyundai

Luc Donckerwolke (pictured above) only left his position as the Director of Design for Bentley in early June, but he might have already had a new gig lined up as he was walking out the door. Donckerwolke is reportedly teaming up with former Volkswagen Group styling bigwig Peter Schreyer at Hyundai Motor, in a position to eventually take over the look of all of the Korean brands' vehicles. At the moment, this major hire for Hyundai and Kia is still just a rumor, though, and the Korean automaker is playing it close to the vest. Company spokesperson Jim Trainor tells Autoblog, "We do not comment on speculation concerning potential appointments." However, insiders tell Automotive News that the deal is the reason for Donckerwolke walking away from his long career among VW's brands. In Korea, Donckerwolke would hold a position under Schreyer at first, and he would take over Hyundai and Kia's design duties when Schreyer retires, which is expected in about two years. Donckerwolke joined the German automotive giant in 1992 and eventually came to define the modern look of Lamborghini by penning both the Murcielago and Gallardo. In 2011, he became the Head of Advanced Design for VW Group and took over styling duties at Bentley in 2012. Schreyer left a fruitful career at VW Group, including penning the original Audi TT, to join Kia in 2006. He gained the overall design duties for the Hyundai and Kia brands in 2012. Ousted VW Chairman Ferdinand Piech once said that he was regretful of losing the talented stylist. Related Video:

Hyundai Q1 profit triples, as it adjusts production due to chip shortage

  SEOUL — Hyundai Motor Co posted a first-quarter profit that nearly tripled to its highest in four years as people bought its luxury cars, but warned it would have to adjust production again in May because of a chip shortage. Unlike its rivals, the South Korean automaker staved off production halts in the first quarter, thanks to a healthy chip inventory. But the shortage, exacerbated by factors including a fire at a chip factory in Japan and storms in Texas, is now catching up with Hyundai. Hyundai, which has lagged its rivals in the electric vehicle (EV) race, also said on Thursday that it was developing solid-state batteries and planned to mass produce EVs using solid state batteries in 2030. In February, Hyundai launched its Ioniq 5 electric midsize crossover, the first in a planned family of EVs that it hopes will propel it into the third rank of global EV makers by 2025. Hyundai Motor and Kia together aim to sell 1 million EVs in 2025. In the quarter ended March 31, Hyundai was unscathed as people at home and the United States snapped up its high-margin sports-utility vehicles and premium Genesis cars as the coronavirus pandemic dragged on, fueling car ownership. Net profit surged 187% to 1.3 trillion won ($1.16 billion) from 463 billion a year earlier, when business slumped as countries shut down to limit the spread of the coronavirus. This was in line with an average Refinitiv SmartEstimate. Revenue rose 8.2% to 27.4 trillion won. Hyundai is expected to report net profit of 1.4 trillion won for the April-June period, up 536% from the corresponding period a year earlier, Refinitiv SmartEstimate showed. Hyundai affiliate Kia Corp reported operating profit of 1.1 trillion won for January-March, up 142% on the year. Hyundai, which together with Kia is among the world's top 10 automakers by sales, has temporarily paused production three times since the beginning of this month and saved chips for its most popular models. "The condition of semiconductor parts is being a little more prolonged than we expected," said Seo Gang-hyun, an executive vice president at Hyundai. "As the semiconductor procurement condition is rapidly changing, it's difficult to predict production status after May.