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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 He has been replaced by comedian Paul Rudd who is already narrating the new commercial for the 2015 Hyundai Sonata.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.

U.S. Senate panel wants Hyundai, Kia to testify about engine fires

WASHINGTON — The Senate Commerce Committee's Republican chairman and ranking Democrat said on Wednesday they had asked top U.S. executives at Hyundai and Kia to testify at a Nov. 14 hearing on reports of engine fires involving vehicles from the Korean automakers. The call to testify comes after safety advocates raised concerns about fires in vehicles not involved in collisions. The nonprofit consumer advocacy group Center for Auto Safety said last week that 103 fire complaints had been filed with U.S. safety regulators since June 12 and urged an immediate recall of nearly 3 million vehicles. Hyundai said in a statement it had received the request to appear "and is currently reviewing it." The company added it "actively monitors and evaluates potential safety concerns, including non-collision fires, with all of its vehicles and acts swiftly to recall any vehicles with safety-related defects." Kia did not comment. Shares of Hyundai Motor fell as much as 3.8 percent in Seoul trading on Thursday. Kia Motors stock also slid 3.7 percent, while the wider market was down 0.6 percent as of 0232 GMT. In May 2017, the National Highway Traffic Safety Administration (NHTSA), an agency of the U.S. Department of Transportation, opened a formal investigation into the recall of nearly 1.7 million Hyundai and Kia vehicles over engine defects. A South Korean whistleblower in 2016 reported concerns to NHTSA, which has been probing the timeliness of three recalls carried out in the United States and whether they covered enough vehicles. Sen. Bill Nelson, the top Democrat on the Commerce Committee, said a non-collision fire death had been reported last year in a 2014 Kia Soul. "We've got to get to the bottom of what's causing these fires," Nelson said in a statement Wednesday. "Car owners need to know if their vehicles are safe." The letter to the automakers, also signed by Sen. John Thune, who chairs the committee, said the hearing will also "examine efforts to mitigate vehicle fires and promptly identify and respond to defects that may pose a fire risk" and invites the chief executives of Hyundai and Kia's U.S. units to testify or their designee. In 2015, Hyundai recalled 470,000 U.S. Sonata sedans, saying engine failure would result in a vehicle stall, increasing the risk of a crash. At that time, affiliate Kia did not recall its vehicles, which share the same "Theta II" engines. In March 2017, Hyundai expanded its original U.S.

Hyundai's Super Bowl ads score on Ad Meter

Pepsi and Anheuser-Busch have often dominated USA Today's influential Super Bowl Ad Meter, but this year Hyundai broke through as the first car company to capture the top spot. Hyundai's First Date spot shown during the first quarter earned a 6.90 rating to edge out Heinz's Weiner Stampede (6.63) and two Doritos' commercials, Utrasound (6.60) and Doritos Dogs (6.48). Two more Hyundai spots, Ryanville (6.27) and The Chase (6.19) gave the automaker three of the top six commercials during the Super Bowl. USA Today's Ad Meter has been a barometer that measures the success of ads during the Big Game since 1989. More than 19,000 panelists participated this year. They ranked each ad on a scale from zero to 10. Anheuser-Busch ads won the last three years. First Date stars comedian Kevin Hart as an overprotective dad in who uses Hyundai's Blue Link car finder feature in the Genesis to spy on his daughter during a first date. Ryanville showcases Ryan Reynolds to illustrate how the Elantra can help with the perils of distracted driving. The Chase also stars the Elantra and its Blue Link voice-activated auto start system, which are successfully used to evade bears. Related Video: Hyundai Dominates with Three of the Top Six Ads First Automaker to Take the USA TODAY Ad Meter Crown FOUNTAIN VALLEY, Calif., Feb. 8, 2016 – Hyundai became the first automotive company to win USA TODAY's coveted Ad Meter when its spot "First Date" beat out 63 other Super Bowl 50 commercials. Hyundai's impressive performance also included a fifth and sixth place finish for "Ryanville" and "The Chase" respectively, meaning Hyundai finished with three of the top six highest rated ads. Creative was developed by Hyundai's agency of record, INNOCEAN Worldwide. "On the biggest advertising day of the year, we wanted to entertain Super Bowl fans with creative storytelling and relevant, popular celebrities, while showcasing the innovative technology features of our vehicles. Our formula clearly resonated with the thousands of Ad Meter voters," said Dean Evans, chief marketing officer, Hyundai Motor America. "Kevin Hart's comedic chops coupled with a human truth people could connect with was a standout combination that put us over the top. It's an incredible conclusion to our first year as an official NFL sponsor that we won the Ad Meter for Super Bowl 50." "First Date," a 60-second spot featuring Kevin Hart, highlights one of the incredible technology features of Hyundai's premium Genesis sedan.