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Kia's Super Bowl ad parks the Optima in a Walken closet

Kia has a weird marketing strategy to sell the Optima in its Super Bowl commercial titled Walken Closet. The humorous spot stars actor Christopher Walken who appears to live in a closet, and he describes the South Korean brand's midsize sedan as "as the world's most exciting pair of socks." Walken is famous for his unique voice, and he enunciates Kia Optima in this ad like no one else can. The ad markets the Optima as the midsize sedan for customers who want something more exciting from the segment. According to Walken, other vehicles are like beige socks, but the Kia has "pizzazz." Comparing a vehicle to a pair of socks still doesn't get the heart racing, though. You can watch a 90-second version of Walken Closet above. Kia will premiere the 60-second cut during the four quarter of the Super Bowl. CHRISTOPHER WALKEN ADDS "PIZZAZZ" TO KIA MOTORS' SUPER BOWL COMMERCIAL FOR THE ALL-NEW OPTIMA MIDSIZE SEDAN Kia is the First Brand to Utilize a New Technology Solution from Influential That Taps IBM Watson for Influencer Identification as Part of Multifaceted Marketing Campaign Extended cut of "Walken Closet" can be viewed now at YouTube.com/Kia; 60-second broadcast version will debut during the fourth quarter of Super Bowl 50 #AddPizzazz social media campaign includes partnerships with Mobile First influencer platform Influential, social media creator network Niche, and lifestyle apparel brand Stance, to engage creators and generate content across a variety of channels IRVINE, Calif., February 2, 2016 – There's no one quite like Christopher Walken – he is an original. And in Kia Motors America's (KMA) 2016 Super Bowl commercial, the Academy Award-winner employs a colorfully stylish sock to demonstrate how the next generation Optima stands out in the midsize sedan segment filled with entries that look and drive the same. Premiering today on YouTube.com/Kia – and set to air in the fourth quarter of the big game – "Walken Closet" is the centerpiece of Kia's multiplatform campaign spotlighting the all-new 2016 Optima as the vibrant alternative for those searching for more in a vehicle segment whose hallmarks are basic, boring and uninspired. As Walken explains in the spot, "There are two kinds of people in this world. Those who are content to blend in ... then there are those who expect more. They're exciting.

Feds open investigation into recall of 1.7M Hyundais, Kias

US safety regulators have opened a formal investigation into the recall of nearly 1.7 million vehicles by Hyundai and affiliate Kia over engine defects, according to filings published Saturday. A South Korean whistleblower reported concerns last year to the National Highway Traffic Safety Administration (NHTSA), which will probe the timeliness of three recalls carried out in the United States and whether they covered enough vehicles. Fines could be imposed on the automakers if the NHTSA determines the recalls were not conducted properly. The agency did not immediately comment on the probe. A Hyundai spokesman in Seoul the company "has conducted recalls in compliance with US regulations and procedure" and will "sincerely" cooperate with the investigation. 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. Kim Gwang-ho, then an engineer at Hyundai, flew to Washington in August 2016 to tell NHTSA the companies should have recalled more vehicles over the problem, citing an internal report. He also reported several alleged safety lapses to both U.S. and South Korean authorities. On March 31, Hyundai expanded its original U.S. recall to 572,000 Sonata and Santa Fe Sport vehicles with "Theta II" engines, citing the same issue involving manufacturing debris, the NHTSA said. On the same day, Kia also recalled 618,160 Optima, Sorento and Sportage vehicles which use the same engine. The recall, which was also conducted in Canada and South Korea, cost the duo 360 billion won ($322.40 million). "TIMELINESS AND SCOPE" According to the filings published Saturday, the agency opened a probe May 18 into "both the timeliness and scope" of the "Theta II" engine recalls and their "compliance with reporting requirements." In August 2014, Hyundai agreed to pay a $17.35 million fine to settle a NHTSA investigation it delayed the recall of 43,500 Genesis cars to fix a brake defect linked to two injuries. NHTSA said in 2014 Hyundai "must change the way they deal with safety-related defects." Hyundai vowed to make improvements to how it handled safety issues after the fine. In 2015, the company retained former U.S. Transportation Secretary Ray LaHood as an adviser on safety issues.

Hyundai and Kia to update EV brake lights; our tests show how they currently may not come on

Update: This article has been updated to reflect Kia's own service campaign announcement.  Hyundai will be launching a "field service campaign to update the EV brake light logic" on its Ioniq 5 as well as the Genesis GV60, Electrified GV70 and Electrified GV80. According to Hyundai's director of communications, Michael Stewart, the change will be make to new production vehicles and as part of free-of-charge service campaign that will launch in July for approximately 56,000 vehicles already on the road.  "Regardless of the accelerator pedal input, the brake lights will now turn on when the deceleration rate exceeds approximately 0.13 G," Stewart wrote in an e-mail to Autoblog. Since this article was originally published, Kia has announced it will be performing the same update to its EV6 and Niro EV. Kia is also part of the Hyundai Group. This change would seem to be in keeping with the behavior we have experienced in the Hyundai Ioniq 6, the firm's most recently introduced EV. We go into that behavior lower in this article.  This announcement comes in the wake of owner complaints as well as a test by Consumer Reports that found that most Hyundai, Genesis and Kia electric vehicles can come to a stop without their brake lights illuminating. This occurred when using those vehicles' most aggressive "i-Pedal" function that allows for so-called "one-pedal driving" where the driver can mostly rely upon the car's regenerative braking system (which is used to replenish the battery pack) to stop the car.  We tested this for ourselves this week as we are currently testing a Genesis Electrified GV70, and I personally own a 2023 Kia Niro EV Wave. I almost exclusively drive in i-Pedal mode. News Editor Joel Stocksdale tested the Hyundai Ioniq 6 in Michigan, and again, we will address his findings after the Genesis and Kia as they are completely different. I attached an action camera to the rear of each car and conducted the same test in both: Accelerate to 40 mph and come to a stop without touching the brake and, crucially, without lifting my foot fully off the throttle. The result as you can see below with the Niro is that the brake lights do not come on until around 3 mph when I fully lifted off the throttle and bring the car to a full stop. I could not bring the car to a full stop without fully lifting off the throttle.