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Super Bowl commercials: Steven Tyler, Emerson Fittipaldi, Keanu Reeves and more

Sunday is Super Bowl LII, which means America will immerse itself in high-calorie potluck fare, garish halftime-show entertainment (Justin Timberlake, bringing sexy back, but not that kind), the most expensive and over-the-top TV ads of the year, and — oh yeah — a football game between two teams connected by Amtrak's Northeast Corridor line. What else you gonna do on the first Sunday of February? As usual, automakers plan big, splashy TV spots to reach all those gajillions of eyeballs glued to the teevee, though the list may be shorter than in previous years. Here's a roundup of what we know is coming. Hyundai Hyundai will test the football/futbol divide with a 60-second spot starring a youth-soccer ref who arrives for the game dramatically and just in time in his 2018 Kona. Only it's Super Bowl Sunday, so he — along with the two coaches, and apparently most of the parents — are eager to get on with their game-day plans. Advantage: football, being the message, we guess. The ad does make a quick plug for Hyundai's BlueLink nav system, but this is only nominally about the car. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Hyundai also plans a 60-second ad that recognizes people fighting pediatric cancers and highlights its own nonprofit organization that focuses on the cause, according to Reuters. Kia This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The Korean automaker will put Aerosmith frontman Steven Tyler behind the wheel of its new Stinger on an abandoned racetrack. The former " American Idol" host promptly puts it into reverse, going back to his '70s heyday, courtesy of some CGI, to the strains of "Dream On" played backwards. Trotting out an almost-70-year-old to relive some classic rock glory fits the Super Bowl template to a T. Two-time Formula One and Indianapolis 500 champ Emerson Fittipaldi also makes a cameo. It airs in the third quarter. Lexus This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Lexus teams with Marvel Studios to preview its forthcoming movie "Black Panther," which arrives in theaters Feb. 16. In "Long Live The King," the Black Panther, a.k.a. King T'Challa, played by Chadwick Boseman, dispatches some bad guys to recover stolen Vibranium after clinging to the roof of a speeding 2018 LS 500 F Sport, driven by co-star Danai Gurira.

Recharge Wrap-up: Venturi seeks funding for speed record, Kia partners on V2G

Venturi Automobiles has started a crowdfunding campaign to help break an EV speed record. Venturi's goal, with the help of The Ohio State University, is to set a new FIA World Speed Record for Battery Powered Electric Vehicles of over 7000 pounds with its VBB-3. Venturi set the current record at 307 miles per hour, but wants to exceed that this September at the Bonneville Salt Flats. Funders can score merchandise like T-shirts, miniature models, and even their name on the side of the car. Learn more at Venturi Automobiles' Kickstarter page. Kia is providing six Soul EVs to UC Irvine's Advanced Power and Energy Program (APEP). APEP is using the electric vehicles for the development of vehicle-to-grid technology and smart charging systems. Kia says the collaboration is helpful in its goals of expanding EVs over the next five years. "Grid-connected electric vehicles offer tremendous potential in terms of energy storage and dispersion during high-demand periods," says Kia VP of Product Planning Orth Hedrick, "and Kia is excited to collaborate with APEP in the study and development of advanced smart grid technologies." Read more from Kia, or at Green Car Congress. Daimler is launching its Mercedes-Benz Energy brand for stationary energy storage. Taking on the likes of Tesla with its Powerwall, Daimler began shipping battery packs for residential energy storage in Germany in April, with an eye toward solar systems. Now, with its new brand, the company looks to expand to the global market. "By founding Mercedes-Benz Energy GmbH, we are underscoring our ambition to be a technological and market leader in the field of highly efficient storage systems," says Daimler's Harald Kroger. "With our unique combination of high standards of quality and safety and positive economies of scale, we are supporting the success of the new energy era while helping to make electromobility affordable." Read more in the press release below. Daimler Establishes Mercedes-Benz Energy GmbH for Stationary Energy Storage Daimler AG is continuing to expand its network of expertise in the field of lithium-ion battery applications. Within this innovative line of business, the newly established Mercedes-Benz Energy GmbH is assuming the development and global sale of Mercedes-Benz brand stationary energy storage with immediate effect. Thus, Daimler is focusing even more on the growing market for stationary batteries.

The most or nothing: Mercedes-Maybach S650 Cabriolet pushes the luxury limits

After the introduction of the Mercedes-AMG GT Roadster at the Paris Motor Show this fall, we informed you that Mercedes-Benz has a convertible conundrum, a surplus of drop-tops that seemingly threatens to self-cannibalize within the brand's ever-proliferating lineup. Benz's head of design, Gorden Wagener, who spends much of his time in Southern California, argues it's not a problem: Each convertible, in its ideal construction, would intrinsically vanquish any issues. "The bad is the enemy of the good," he said, not exactly quoting Nietzsche. Now, the three-pointed star brand has upped the top-down ante, with the unveiling this week at the Los Angeles auto show of the Mercedes-Maybach S650 Cabriolet, a vehicle so opulent, it sits in price and position atop the uber-luxury brand's current top-of-the-line offering, the $247,900 Mercedes-AMG S65 Cabriolet. View 24 Photos "Mercedes-AMG is our performance brand so it's all about performance stuff," says Wagener in a one-on-one interview on the roof of a Beverly Hills mansion just before the new car is unveiled. "Of course, Maybach has power, too, but it's the ultimate in luxury. So it's more on that side. And for me in the interior, it's the haute couture of the automobile, so we tried to up that a little more with details. And on the exterior, it's a more superb appearance up front, more chrome, more rich, and of course we tried to up that branding even more. The S-Class is the best car in the world, we consider, I always thought we could raise the Mercedes brand. And it's the same with the S convertible." Why does Mercedes-Benz need a flagship atop its flagship? Because, when climbing the mountain of automotive luxury there is always the customer who, when he or she reaches the pinnacle, wants more. A car brand, especially one with deep pockets and luxurious heritage like Mercedes, can always further gild the automotive lilies, creating a step up for those for whom the brand's motto, The Best or Nothing, is a literal life credo. "It's always our job to make it better," Wagener says. "Each little detail, the wood, the wood under cover of the cabriolet, the leathers. All the super luxury details that make a luxury car into a super luxury car. The key is to make a modern luxury design and not a traditional luxury design. There is definitely a market for traditional luxury, but we always wanted to have Mercedes, Maybach in particular, as a modern luxury car.