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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.

Renault plans $2.2 billion 'no taboos' cost cutting after first loss in a decade

PARIS — Renault's first loss in a decade triggered a no-taboos commitment on Friday to cut costs by 2 billion euros ($2.2 billion) over the next three years as the automaker tries to put the Carlos Ghosn affair behind it. As ex-Volkswagen brand manager Luca de Meo prepares to take over as chief executive of the French automaker, which has been rocked by the Ghosn scandal, it did not exclude job cuts in a promised review of its performance across all factories. Like many auto industry rivals, including its alliance partner Nissan, Renault is grappling with tumbling demand in key markets like China, and said it expects the sector to be hit further this year, including in Europe. Nissan this week had its first quarterly loss in nearly 10 years and cut its operating profit forecast. In a reflection of this sobering assessment of the market outlook, Renault set a lower operating margin target of between 3% and 4% for 2020, down from 4.8% in 2019, and cut its proposed dividend against 2019 by almost 70% from a year earlier. While Renault faces high investment costs to produce cleaner car models and supply chain problems due to China's coronavirus outbreak, a major challenge remains moving on from the scandal involving former boss-turned fugitive Ghosn, which strained its relations with Nissan and paralyzed joint projects. "It has been a tough year for Groupe Renault and the alliance," acting Chief Executive Clotilde Delbos said on a conference call, adding that the broader autos downturn had hit the company "right when we were facing internal difficulties." Renault could not afford to wait for De Meo's arrival in July to attack costs, Delbos said, adding that nothing would be "taboo" as it reviews its business. Meatier goals would be made public in May, she said, alongside joint plans with Nissan, as executives repeated assurances that the alliance was on track. Delbos also stressed that Renault's automotive operational free cash flow, under scrutiny from analysts, would be positive in 2020 after stripping out restructuring costs. "We're very confident that there is no topic on cash availability within the group," Delbos said. Renault shares recovered from falls in early trading, and were up 1.8% at 1200 GMT despite it posting a loss of 141 million euros ($153 million) for the group share of net income.

Deltawing takes out second ad targeting Nissan amidst design lawsuit

Don Panoz isn't a guy shy away from a fight. Since December, Panoz's Deltawing Technologies has been in a lawsuit with Nissan over alleged intellectual property violations with the design of the Zeod RC. The situation went public several weeks ago when Deltawing bought an ad in The Tennessean, a paper near Nissan's US headquarters, and the industry trade, Automotive News, aimed squarely at company CEO Carlos Ghosn.
Now, Deltawing is trying the tactic a second time with an even more scathing ad in The Tennessean on July 11 and in Automotive News on July 14 that calls the Zeod's design out directly. The bulletin puts the two racecars side by side and asks readers compare their similarities.
According to Deltawing spokesperson Gary Fong, the idea for these ads started after mediation between the company and Nissan broke down earlier this year. "We were trying to bring them to settle it amicably," he said to Autoblog. When that didn't happen, Deltawing wanted to fight the misconceptions in the public about the program and lawsuit. The strategy actually worked, too. "We've seen an opinion change," said Fong. He estimates that before the advertisements the attitude was "90 percent against Panoz," but there has been more support since them.