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Lexus NX, BMW i3 to get Super Bowl commercials

At this point last year, we'd been getting news on automotive-focused Super Bowl commercials for more than two months. The teasers hadn't come out yet, but manufacturers lined up for the super-expensive spots were making their intentions known. This year? Almost nada, until this week. BMW has said it will air a 60-second spot promoting the i3 during the first quarter of the game, the Munich firm returning to The Big Game after a four-year absence. BMW says, "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." We say that pitching a tiny range-extended hatchback during the beer-iest American sports orgy of the year should make for some neat commentary afterward. Lexus is putting its new NX crossover in the second Super Bowl commercial it's ever aired, eschewing the glitter of celebrities and glamor for a straight-shooting spot and the tagline, "Be seen, be heard, make some noise." Joining those two are Kia, Mercedes-Benz, Nissan and Toyota. The six confirmed carmakers are down from eleven last year, when car spots made up a quarter of the total ad time. The price to do business for 30 seconds this year: reportedly around $4.5 million, up a stacks from last year's $4 million. You can watch the Lexus commercial in the video above, and beneath that, the BMW press release below has a bit more information on its effort. BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX. The all-electric BMW i3 is featured in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. Woodcliff Lake, NJ – January 15, 2015... Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter. "As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." BMW i is BMW's forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world's most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber.

Vettel steals victory from Hamilton in Australian Grand Prix

MELBOURNE, March 25 – Sebastian Vettel made full use of the virtual safety car to sneak in front of Lewis Hamilton and hold off the frustrated champion to win Formula One's season-opening Australian Grand Prix on Sunday. The Mercedes engine's infamous 'party mode' that delivered Hamilton a blistering pole lap on Saturday could do little once Ferrari's Vettel nosed ahead when re-entering from pit-lane midway through the race at Albert Park. Pole-sitter Hamilton had appeared set to coast to victory with a clear pace advantage but the race turned on its head with the safety car, which was called after Romain Grosjean's Haas failed and rolled to a stop at turn two. In another bonus for Ferrari, Kimi Raikkonen finished third, fending off Red Bull's Daniel Ricciardo and leaving the unlucky Australian still searching for a first podium in his home race. "We got a bit lucky." Four-times world champion Vettel claimed a 48th overall win and his third in Melbourne following his victories at Albert Park last year and in 2011. "It was needless to say we got a bit lucky with the timing of the safety car," the German, who had started from third place and inherited the lead when Hamilton and Raikkonen had pitted earlier in the race, told reporters. "It's not the easiest track to pass." For Hamilton, the result was a bitter pill to swallow and had echoes of last year's race. Vettel also managed to re-enter in front of him from pit-lane in 2017 before burning away to victory while the pole-sitting Briton was blocked by traffic. Mercedes boss Toto Wolff said his team had miscalculated the margin between the cars during the safety car period. "We thought we had enough margin," he told the BBC. "It must have been a software bug in the system that caused us to get it wrong. We are digging deep now to understand where we had a problem." "I don't understand what's happened." Hamilton, who cockily spoke of "wiping the smile off" Vettel's face with his pole lap on Saturday, battled to keep positive. "Even now I don't understand what's happened," the 33-year-old told reporters. "I did everything I believe I was supposed to do." After the pit-lane setback, Hamilton drove hard to reel in Vettel and battled back after taking a slide at a corner that blew out the lead to nearly three seconds. But he finally waved the white flag in the closing laps to preserve the car for future races.

Weekly Recap: Takeaways from the Frankfurt Motor Show

We obsessively covered the 2015 Frankfurt Motor Show, and naturally, we selected our favorites from this fall's biggest automotive event. Now that the dust has settled, we're looking ahead to what it all means. Here are three takeaways from the floor in Frankfurt. The Germans are serious about electric vehicles: It's a bit cliche to say BMW, Mercedes, and Audi have downplayed electrics in favor of other technologies, like diesels. For a time that may have been true, but those three companies, along with Porsche and Volkswagen, are emerging as leaders in EV development. That was on display in Frankfurt, when all of them revealed either all-electric or plug-in hybrid models. Gas prices are relatively low in the United States, but clearly the Germans are thinking long-term and globally. Everyone is serious about SUVs: You gotta have one, even if you're Bentley or Jaguar. It's 2015 and it's what consumers want. As Jaguar design director Ian Callum put it, "Not to be in the sector would be a little naive for the sake of purity." It's not just the flashy exotic luxury makers. Nissan showed the Gripz concept, which is rakish, radical, and meant to blend traits of SUVs and sports cars into a vehicle that really crosses over. Look for more, especially in the luxury sector, as Rolls-Royce, Lamborghini, and Aston Martin ramp up their own SUV efforts. There's no ceiling to the luxury market: Speaking of high-end cars, companies are continuing to invest in extravagant wares beyond just SUVs. Even during the recession, ultra-luxury makers remained relevant, and now they're back at full stride. In Frankfurt, that was illustrated by yet another S-Class model, the cabriolet, which will come in S550 and S63 AMG variants in the United States. Ferrari also showed off the 488 Spider, and Lamborghini opened up the Huracan LP 610-4 Spyder. Meanwhile, Bugatti's Vision Grand Turismo concept reminded enthusiasts that it's plotting life after the Veyron. European auto shows always draw the glitziest reveals from luxury makers, and this year didn't disappoint. OTHER NEWS & NOTES 2016 Honda Civic redesigned with snazzier style, turbo power The 10th-generation of the Honda Civic debuted this week at events in Los Angeles and Detroit ahead of its launch in the United States this fall as a 2016 model. Honda fortified the Civic with LED lights, an available turbo engine, and a more tech-laden cabin.