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Weekly Recap: Hyundai scores NFL sponsorship after GM exits

Hyundai replaced General Motors as the official automotive sponsor of the NFL with a four-season deal that was announced this week. Hyundai gets exclusive sponsorship rights for mainstream and luxury cars, though not for pickups – as it doesn't have one in its current portfolio. "There may be another automotive truck sponsor, but not one that competes with our vehicle lineup," a Hyundai spokesman said in an email. That leaves the door open for another truckmaker to enter the fray. GM used the NFL to promote its GMC division, which makes pickups and sport-utility vehicles. The Detroit automaker decided to quit the sponsorship, which it had held since 2001, a GM spokesman said. Financials were not released, but ESPN said the sponsorship will cost Hyundai $50 million a year, double what GM paid. It gives Hyundai access to NFL trademarks for use in its marketing and advertising, and Hyundai will provide promotional vehicles to the league for the Super Bowl and other events. Hyundai celebrated the agreement by lighting up its Fountain Valley, CA, headquarters this week with a football field and the NFL logo. Hyundai's sister company, Kia, is the official automotive sponsor of the NBA. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration, and tell the Hyundai brand story," Hyundai Motor America CEO Dave Zuchowski said in a statement. Hyundai will officially kick off its sponsorship when the NFL season begins on Sept. 10 with a primetime game featuring the Pittsburgh Steelers and the Super Bowl champion New England Patriots. OTHER NEWS & NOTES Toyota Mirai rated at 67 mpge, 312-mile range The Environmental Protection Agency gave the Toyota Mirai hydrogen fuel cell electric car a 67-miles-per-gallon-equivalent rating. The figure is for city, highway, and combined driving. The EPA also said the Mirai will have a 312-mile range. The sedan will arrive in dealerships in California this fall and will cost $57,500, though incentives can drop the price significantly. The Mirai will also be offered as a $499-per-month lease. Both come with three years or $15,000 worth of free fuel. Toyota plans to expand sales to the Northeast United States later. Toyota's top female exec resigns in wake of arrest Meanwhile, in other Toyota news, the automaker's communications chief and top female executive, Julie Hamp, resigned.

Watch the trailer for Jaguar's short film staring the F-Type and Damian Lewis

Jaguar continues to think well outside of the box when it comes to marketing it's new F-Type, now furthering plans for a short film which highlights the sexy roadster. Desire, featuring Damian Lewis (star of the hit series Homeland), Jordi Mollà (unforgettable in Bad Boys II) and Shannyn Sossamon (that girl you had a crush on for like a month in 2002 after you rented A Knight's Tale), Jaguar is clearly pulling out all the stops for this one. Well, nearly all the stops anyway ­- the "Ridley Scott Associates" billing isn't quite the same has having the man himself, if we're splitting hairs.
The short video below is still just a trailer for Desire - the full film will make its debut sometime in April, we're told. The sketched out plotlines tell us that Lewis' character Clark, "...delivers cars for a living, running into trouble after a chance encounter with a mysterious, young woman (Sossamon) in the middle of a lawless desert." The car looks good, at any rate.
Call us crazy, but the Desire trailer feels an awful lot like a spoof on the cool-but-overly-serious short films that BMW has done in this vein, already. Maybe we're just being cynical? Tell us what you think in comments after watching the clip.

The Jaguar E-Pace shows off a rather cab-forward look in these spy shots

It seems the Jaguar F-Pace may be getting a little sibling soon. A smaller crossover, which we expect will be called the E-Pace, has been caught during winter testing. The SUV seen here appears to be sized like compact luxury crossovers such as the Audi Q3 and BMW X1. This also fits with Jaguar's brand director's statements that it has been considering an SUV for this class. Much of the car is well camouflaged, but taking a close look, this E-Pace has a surprisingly short dash-to-axle ratio. It's not as drastic as the electric I-Pace concept, but there's so little space between the bumper and the base of the windshield that we sincerely doubt that a longitudinal inline-4 or V6 could be lurking under the hood. And, if the E-Pace does in fact use a transverse-mounted engine, it probably doesn't share a platform with any of its rear-drive-based stablemates. It may seem strange that a company known for its rear-drive cars is considering a transverse, front-drive-based vehicle, but there are reasons it may be going this way. For one thing, Jaguar's brand director said he wasn't sure that the company's existing platforms could be scaled down far enough for such a compact crossover. That would seem to preclude using an existing rear-drive platform or developing a totally new one. In fact, it only leaves one real option in the Jaguar Land Rover line for this vehicle: the Range Rover Evoque platform, which is also shared with the Discovery Sport. It's a small SUV platform with a transverse layout. It's also currently available and should be cheap to adapt; perfect for capitalizing on the hot crossover market. We just hope Jaguar can inject some more fun into it than Land Rover did with the Discovery Sport. Using that platform also means Jaguar would probably borrow one or more engines from the Evoque and Discovery Sport. In the US, both models are only offered with a turbocharged 2.0-liter inline-4 making 240 horsepower. Overseas, both vehicles are available with 2.0-liter turbodiesel four-cylinders, making either 150 or 180 horsepower too. Considering that the 180-horsepower diesel model will arrive in the US under the hood of the Jaguar XE, it's possible that it will show up in the E-Pace as well. Don't expect any of the overseas manual transmissions to make the trip, though. Jaguar only offers a manual on the F-Type sports car in the US, so there really isn't any reason to add one to a small crossover.