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Strange, unfunny Hyundai N Performance commercials badly miss the mark

Take a minute and watch the video above. After, you might have questions. I will try to help you with these. But first, here are some questions for you: No matter whether you thought the ad was good or not, does it get you excited about the N Performance subbrand? Do you want to find out more about it? I suspect the answer is "no" for most of you reading. Unfortunately, reading what Hyundai and the ad agency said about these ads isn't going to help much. Intended to skewer traditional luxury advertising tropes, the agency says, these ads are a "tongue-(stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously." R/GA is the ad agency behind these ads, and its chief creative officer, James Temple, told AdAge, "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there." OK. So, poke fun at luxury and automotive advertising that takes itself too seriously. And to be fair, this sort of thing has been done before to great success and general acclaim. Remember Volkswagen's "Unpimp The Auto" campaign? It cleverly took aim at a then-trendy aspect of the tuner culture and literally crushed it with a new GTI. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The message was clear: Your over-tuned Ford Focus is both gaudy and inferior. Step up to a GTI, which by the logic of the ad, you don't need to throw tuner parts at to have fun. It built excitement for the hot hatch while earning some automotive credibility by throwing shade at MTV's over-the-top " Pimp My Ride," at that point rapidly losing its halo of tuner coolness. "Pimp My Ride" was a big, easy target to mock. And the relationship to automotive performance (or lack thereof (most were plays on the "Yo dawg I heard you like ..." theme, anyways) made the analogy work. Where the Hyundai ads step off is the target for ridicule. R/GA claims it's roasting automotive brands, and they can say that all they want — I don't see it. I see a childlike understanding of how to dismantle the tropes of a classic Calvin Klein ad — monotone, lots of black, shirtless models, personal beauty products — over which the lightest veneer of automotive reference is applied. So the perfume smells like burning tires. That's still a humorous ad about perfume.

Recharge Wrap-up: Kia Soul EV wins MotorWeek award, Virgin Hotels offering Tesla Model S rides

The Kia Soul EV has been awarded a MotorWeek's Drivers' Choice Award. Winning the honor for Best Eco-Friendly Vehicle, "The Kia Soul EV is the perfect EV," according to MotorWeek host and executive producer John Davis. "It has more power and range compared to other affordable all-electric vehicles. Plus, its funky style makes driving the Kia Soul EV really cool." The Soul EV has a driving range of about 93 miles on a single charge, and offers an interior roomy and comfortable enough to earn MotorWeek's praise. Read more in the press release below. Virgin Hotels will provide its Chicago guests car services in the Tesla Model S. Guests can get rides to and from the hotel in a red, dual-motor Model S P85D. Virgin Hotels offers the EV services as part of its sustainability program. "Tesla is the hottest electric car on the road right now, and we're elated to provide our hotel guests with this chic house-car service while also helping to reduce our carbon footprint," says Virgin Hotels vice president of sales and marketing Doug Carrillo. "For Virgin Hotels it's important to provide services our guests desire but do so with the environment in mind whenever possible." Hyundai has announced the first lease of its Tucson Fuel Cell in Canada. Hyundai chose the Vancouver couple, Jennifer Ma and Clayton Crawley, as the first buyers in part because they live near both a dealership and a fueling station, the latter of which sources its hydrogen from a chemical company that produces the gas as a byproduct. Crawley, whose children love the beach, says, "Getting there while reducing our environmental impact will be awesome." Read more at Automotive News. The Federal Transit Administration (FTA) is providing $30 million in grant money for Proterra electric buses. Six transit agencies will buy 28 of the EV buses for a variety of projects. Proterra CEO Ryan Popple calls the funding a "tremendous validation for the company." In total, the FTA is handing out $55 million in grant money for the deployment of American-made electric buses. Four other agencies will receive buses from BAE Systems and New Flyer as part of the program. Read more at Charged EVs. Kia Soul EV Wins 2015 MotorWeek Drivers' Choice Award Kia's First All-Electric Vehicle Wins Best Eco-Friendly Honor - Soul EV praised for funky style, power, range and roomy interior - MotorWeek's annual list of winners serves as a buying guide for the show's nationwide audience CHICAGO, Feb.

Hyundai teases updated Equus before Big Apple debut

The digital ink has yet to dry on some of our Geneva Motor Show coverage, and we're already shifting gears getting ready for the New York Auto Show. To help get us in the New York state of mind, Hyundai has released this shadowy image hinting at the refreshed 2014 Equus that it will be unveiling at the end of the month at NYC's Javits Center.
While we can't make out any major changes in this single image, Hyundai promises at least 30 updates to its flagship sedan including improvements to styling, cabin materials and ride and handling as well as advancements in advanced safety features and "driver technology displays." If we had to guess, the latter sounds like it might be something along the lines of a digital, reconfigurable gauge cluster. The only major difference we can actually see in this image are the new multi-spoke wheels, but we're sure Hyundai will be dropping some more hints before the official introduction on March 27.