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A spotter's guide to Super Bowl LIV car commercials

Set to kick off on Fox at 6:30 ET on Sunday, February 2, from Hard Rock Stadium in Miami, Florida, the big game will feature the Kansas City Chiefs and the San Francisco 49ers. Throughout Super Bowl LIV, viewers will see about 50 commercials, each of which costs as much as $5.6 million per 30 seconds, according to AdWeek. Originally, there were more than 77 ad slots, so several companies could be paying well more than $10 million for a single, longer commercial. Numerous car companies have already announced their commercials, or their intentions to show commercials, during the game. Here's a roundup of the ones we know about so far. During the game on Sunday, we'll be livestreaming and adding links to the new commercials as they become available, so check back with us for that post.  Audi: E-Tron Sportback Maisie Williams has experience wearing many faces, and in Audi's Super Bowl commercial, she does her best Elsa impression. In the spot, titled "Let It Go," Williams faces the rigorous task of getting through L.A. traffic, but she's alleviated by the comfort of the Audi E-Tron Sportback electric crossover. The commercial is meant to signal the company leaving its gas past behind and moving forward to a sustainable future.  Genesis: GV80 Genesis makes its Super Bowl debut with a commercial that will show its all-new SUV, the GV80, to viewers around the world (many of which will be seeing the vehicle for the first time). The ad features Chrissy Teigen and John Legend as the purveyors of "new luxury," while "old luxury" is left for the birds. GMC: Hummer General Motors is bringing back the Hummer nameplate as a premium electric GMC truck. GM says it will have 1,000 horsepower and will be capable of going zero to 60 mph in three seconds. GM brought in NBA legend and Hummer fanboy LeBron James for the debut commercial. Hyundai: Sonata Hyundai is known for bringing in the big-time celebrities for its commercials, and 2020 is no different. A new advertisement called "Smaht Pahk" features John Krasinski, Chris Evans, and Rachel Dratch, all three of whom are from the Boston area. The trio gets into full character as they discuss the new high-tech parking feature on the redesigned 2020 Hyundai Sonata, and David Ortiz makes a cameo at the end. Even when New England isn't in the Super Bowl, New England is in the Super Bowl.

Toyota will steer clear of driverless cars

Toyota executives say the company's primary focus is on safety. At least for the time being, that means the company won't pursue development of a driverless car.
Speaking at the company's advanced safety seminar in Ypsilanti, MI, Thursday morning, Seigo Kuzumaki, Toyota's deputy chief safety technology officer, said that Toyota envisions a future driving environment that optimizes the best of both humans and computers, not choosing one over the other.
"Toyota's main objective is safety, so it will not be developing a driverless car." - Seigo Kuzumaki

2018 Technology of the Year Award | We chat with Lexus about the LC 500h's hybrid system

Every year, Autoblog editors test dozens and dozens of the newest vehicles available, sometimes even before they're available. From those vehicles, we select the ones we think provide the most innovative technology in the industry. Then we pare the list down to the very best, test them again, and vote on our winner for Technology of the Year. This year, Lexus's multi-stage hybrid system — as tested in the LC 500h — came out ahead of the rest of the finalists. We chose the 2018 Detroit Auto Show to hand over the award to Lexus Group Vice President and General Manager Jeff Bracken. He was kind enough to sit down with Autoblog Senior Editor Alex Kierstein and Green Editor John Snyder at the Lexus stand to talk about the hybrid system, what it does, and what it means for the future of Lexus and Toyota. Check out the video above, and follow along for all our coverage from the 2018 North American International Auto Show in Detroit, where we are taking a look at all of the new cars and technology that we'll see in the near future. Perhaps the next winner of Autoblog's Technology of the Year award is sitting somewhere on the Detroit show floor. Related Video: Green Detroit Auto Show Lexus Toyota Fuel Efficiency Green Automakers Technology Technology of the Year Coupe Hybrid Luxury Performance Videos Original Video 2018 detroit auto show