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Watch these Super Bowl car commercials [UPDATE]

On Sunday, February 3, the New England Patriots take on the Los Angeles Rams in Super Bowl 53 at Mercedes-Benz Stadium in Atlanta, Georgia. Some will watch because of the storyline of the old-school dynasty facing off against the new-school wunderkinds, but a large chunk of people will solely be watching for the commercials. Lucky for those who slot into the latter category, many of the manufacturers release their super bowl ads ahead of time, or have simply opted to release the commercials only online. Scroll down to see what car companies have already shown their cards. Audi Audi goes the comedic route in its clip for the Big Game. It starts with a grandpa showing his grandson a gorgeous Audi e-tron GT tucked away in a garage before he's shaken awake. Turns out he was just choking on a cashew in his cubicle at his boring job. Dodge Dodge does what it knows: create enough smoke to punch more holes in the ozone layer. Set to "The Devil Went Down to Georgia (the Super Bowl is in Atlanta, get it!?), a Challenger SRT Hellcat widebody, Charger SRT Hellcat, and Durango SRT are seen ripping through a city, leaving a trail of rubber crumbs in their wakes. Genesis Genesis has not yet released a commercial prior to the Super Bowl, but it is the official luxury vehicle of the NFL. Because of this, Genesis is hosting a fan experience for 10 days before the game. It will showcase the brand's cars, offer games, and have photos opportunities and autograph days. Hyundai Jason Bateman alert! Hyundai is one of the few companies to hook a major celebrity for its advertisement, and the casting is perfect. Bateman plays a doorman who takes people to various terrible events in life, including root canals, the middle seat, and shopping for a car. The ad centers around Hyundai's Shopper Assurance, which is Hyundai's new method for car shopping. Jeep An old 1963 Jeep Gladiator finds its strength in the crusher and transforms into a a new 2020 Gladiator, with a firm declaration that the nameplate is officially back. Kia Through Kia's commercial, a young boy wonders out loud what it'd be like if the millions spent on Super Bowl commercials were used to help others.

Lexus to open stores with branded accessories [w/video]

Trying to build a boutique buying atmosphere with a large-volume premium brand isn't easy, but Lexus is attempting to do just that by introducing its new Intersect By Lexus dealership experience. This aspect of Lexus retailing has nothing to do with cars and everything to do with luxury lifestyle accessories. Intersect By Lexus is effectively an all-in-one shopping destination for high-quality, hand-crafted designer products, many of them created specifically for the marque, right down to their "Crafted for Lexus" branding.
The first Intersect By Lexus store will open at the end of this month in Tokyo, with other stores planned for New York and Dubai. Going over the first store's initial product list, it seems that each store will offer wares that reflect its location. Some of the products available at Intersect By Lexus Tokyo include a $400 minimalist LED desk light, hand-sewn $286 tablet cover and a $133 drip coffeemaker and cup set handmade from the ash of Japan's Sakurajima volcano. Scroll down for a short video showing how some of these products were made.

Lexus LC 500 gets customized at SEMA before it even goes on sale

We still have to wait until next year for Lexus to start delivering the gorgeous new LC 500 to dealer showrooms, but that little fact didn't stop Lexus from letting people modify it for SEMA. The first LC coupe to get the custom treatment is this bright yellow example modified by Gordon Ting and Beyond Marketing. Prospective LC 500 buyers who want to modify their rides won't have to wait long do start adding these parts to their cars. Because Lexus let these companies develop parts this far in advance, the parts should be available around the same time as the car. On the outside, the LC 500 gets a new Artisan Spirit body kit that consists of a front diffuser, fender flares, side skirts, rear diffuser and rear spoiler. The car also has a lower stance thanks to a kit developed by KW Suspension. It features adjustable springs for ride height, plus a hydraulic lift system to keep the custom body work from scraping. The Lexus rolls on HRE P101 wheels that are stopped by Brembo brakes. The other highlight of this custom Lexus is under the hood. The LC 500 comes with a 471-horsepower 5.0-liter V8 that's also found in the RC F and GS F. However, the engine development team at Hard Media, Inc. and D SPORT Magazine had the engine rebuilt with CP pistons and Carrillo connecting rods, and it was given new cylinder sleeves from LA Sleeves to increase bore-size. The end result is a 5.6-liter engine making 525 horsepower. According to Lexus, 525 horsepower is far from the limit of this engine, saying that its capabilities could be, and in fact "have been more than doubled." If anyone at Lexus is reading this, we don't doubt the claim, but we'd also be more than happy to see this capability proven. Perhaps at next year's SEMA show? Related Video: Featured Gallery Customized Lexus LC 500: SEMA 2016 View 9 Photos Image Credit: Live photos copyright 2016 Drew Phillips / Autoblog Aftermarket SEMA Show Lexus Coupe Luxury lexus lc 500 SEMA 2016