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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.

Infiniti installs Taisuke Nakamura as new design chief

The cubicles and corner offices at Infiniti HQ in Japan continue to change hands. Infiniti Global Design Chief Karim Habib, only in that position for about two years since leaving BMW in 2017, has left the Japanese luxury brand "to pursue other opportunities." In his place, Nissan has elevated Taisuke Nakamura, a 26-year company veteran who is currently Nissan's program design director responsible for global design strategy, and concept car and production vehicle design. Nakamura has a stout design resume in service to both Nissan and Infiniti, having worked on the Qs Inspiration sedan concept (above) shown at the Shanghai Motor Show in April, the QX Inspiration crossover concept shown at the Detroit Auto Show this year (below), and the Prototype 10 speedster concept revealed at Pebble Beach last year (bottom). All of those were electric concepts, making Nakamura the point man for Infiniti's push into electric vehicles and hybrids, and the carmaker's introduction of a new design language. Last year, Infiniti said it would have a new EV on the market in 2021, as well as "e-Power" series hybrids with small battery packs charged by gas-powered generators.   Those EVs should fully embody the brand's new design DNA, seen initially in the recent concepts. The automaker said around the Qs reveal that the new "aesthetics are underpinned by Infiniti's desire to challenge convention and design cars which are engaging, enriching, enabling and enchanting – what the company calls its ‘4ENÂ’ approach to design." At the QX reveal in January, Habib said that as engineers made a "shift towards smarter, more compact and less intrusive powertrains, we were able to create an alternative form with flowing gestures, more engaging in character and more enriching in experience. With its long cabin, balanced proportions and muscular stance, the concept heralds in a new era for Infiniti models.” Infiniti said Nakamura takes up his post next week, Sept. 1, and will report to the same boss he has now, Alfonso Albaisa, Nissan's global design head. Aside from Habib, other top non-Japanese Nissan executives such as Daniele Schillaci, Jose Munoz and Trevor Mann have left the Japanese automaker in the recent past, since the arrest of Carlos Ghosn. The former chairman, who faces charges of fraud and misconduct, is awaiting trial in Japan over charges including enriching himself at a cost of $5 million to Nissan, Japan's No. 2 automaker.

Nissan 'Ride of Your Life' campaign turns an Altima into a race car [w/video]

Nissan definitely makes some exciting vehicles. The GT-R has received continuous improvements to keep it at the head of the pack in the performance car world. And the Leaf might not bring driving intensity, but its technology is quite impressive. However, there is nothing especially thrilling about the Altima. Granted, it races in the Australian V8 Supercars series, but that car really only shares its basic shape with the production version. So it may see surprising that the Japanese automaker is hoping to inject some drama into its midsize sedan with its new Ride of Your Life ad campaign.
The project is pretty clever. Nissan invited several people to the Horse Thief Mile circuit at Willow Springs Raceway for a ride in an Altima racecar. After a few laps with a professional driver around the course, they pulled into the pits, and the passengers got a big surprise. We won't spoil what happens for you. You can check it out in the video below.
The concept is somewhat similar to Toyota's thrill ride ads for the Camry last year. Both promotions try to show that that these four-door, family sedans can be more than just boring transportation. Nissan's commercials will begin airing on TV soon. The automaker hopes to excite potential Altima buyers ahead of its upcoming national sales event. Scroll down to watch the video to find out the big secret and read the full release about the campaign.