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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.

J.D. Power: Vehicle dependability at all-time high, Lexus and Porsche lead

Each year, J.D. Power and Associates surveys original owners of three-year-old vehicles to find out what kinds of problems they have had experienced over the last 12 months, and then it uses this data to create its annual Vehicle Dependability Study. This means that the models in the 2013 study are 2010 model year vehicles, and J.D. Power rates each make as well as the top individual models based on how many problems were experienced per 100 vehicles (PP100).
Debunking the idea that carryover models are more dependable than new or updated models, the 2013 study found that the average carryover model experienced 133 PP100, while all-new or redesigned vehicles for the 2010 model year had 116 PP100; vehicles that received minor changes fared the best with just 111 PP100. The overall average for all makes was 126 PP100, which is the lowest figure since the findings were first issued in 1989.

Toyota promoting Mirai as if hydrogen tax credit never went away

At the end of December, the US federal government let the $8,000 tax credit for hydrogen-powered vehicles expire. Despite this little wrinkle, Toyota is still promoting the upcoming 2016 Mirai fuel cell vehicle as a car that will cost under $50,000. In some cases a lot less, since it may also qualify for a $5,000 incentive in California. The car has a $57,500 MSRP, but Nihar Patel, vice president of North American Business Strategy for Toyota Motor Sales, spoke at the 2015 Washington Auto Show last week, and said that the Mirai could cost $44,500 in California. You can see this in the video at around minute four. Toyota knows that the federal incentives have expired, since the real news from the show was Patel's public request to the federal government that the $8,000 tax credit be extended. "We think that the federal credit expiration last year puts [hydrogen] customers in a fairly disadvantageous postion," he said. Plug-in vehicle buyers can still get up to $7,500 tax credit and, "we believe that this inequity needs to be fixed," he said. You can see this in the video at minute 10:20. Toyota said including both the after-incentives price and the call to reinstate those incentives was intentional since it shows a discrepancy between hydrogen and plug-in vehicles in the eyes of the feds. We asked Toyota's director of Energy and Environmental Research, Technical and Regulatory Affairs, Robert Wimmer, for more details on Toyota's request. "[The Mirai] being a ZEV and battery electrics also being ZEVs, we just want to make the playing field as level as possible," he said, adding that any extension would last "for the run of the vehicle," which would be three years. He admitted that the extension might only be for one or two years, if it happens at all. (A Toyota spokesperson clarified to AutoblogGreen that the Mirai program will not end after three years.) And that's the problem. "The tax process is difficult to predict," he said. "The two challenges we have now are that both houses of Congress are Republican and also that there has been talk for a while about comprehensive tax reform. If that moves forward, then extenders would probably be put on the back burner as comprehensive tax reform is discussed." Wimmer would not reveal any details about how Toyota is pressuring the government to act, only saying that Toyota's has people lobbying up on Capitol Hill.