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Two of Hyundai's Super Bowl ads are now online, and they both use jokes to sell the 2017 Elantra's high-tech features.

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We Discuss The Launch Of The Genesis Luxury Brand

From the Genesis booth at the 2016 Detroit Auto Show, Jonathon Buckley interviews Hyundai VP of Product Planning Mike O'Brien. They discuss what the launch of a standalone Genesis luxury brand means for Hyundai.

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Watch Hyundai Launch The Genesis Luxury Brand and Unveil The G90

Watch Autoblog's coverage of the Hyundai press conference at the 2016 North American International Auto Show in Detroit. The automaker launched its Genesis luxury brand and unveiled its G90 range-topping sedan, and our hosts and editors bring you their uncut reaction.

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Hyundai helped a young girl send a message to her astronaut father who was orbiting Earth in the International Space Station. The stunt was completed thanks to 11 Genesis sedans driving in formation on a dry lakebed.

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Hyundai is the latest automaker to release its Super Bowl ad online ahead of the game. However, many people might miss it because the spot is only playing is Canada during the game. The mix of propulsive music and stylistic shots of the Genesis is one of the more visceral commercials for the event, so far.

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We talk a lot about new technologies in the auto industry. Things that will make you more comfortable or faster or more fuel efficient are, generally, easy for us to explain. Things that make us safer, though, are often a bit tougher to get a bead on. We can report on how it's supposed to function, but few of us are brave, reckless or stupid enough to purposefully put ourselves in a situation where we'd need something like Hyundai's Auto Emergency Braking.

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Out of 24 vehicles tested, eight earned the highest rating of "Superior."

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Hyundai has just earned itself another Top Safety Pick+ award, following on the success of the Elantra way back in August 2013. The Insurance Institute of Highway Safety has certified the new, second-generation Genesis luxury sedan as a TSP+ following a successful round of crash testing.

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For better or worse, technology like adaptive cruise control, backup cameras, lane keeping assist and other safety features have revolutionized the way cars drive. Hyundai is proving just how advanced its assists are in a trio of new videos starring veteran stunt and race driver Rhys Millen.

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Super Bowl commercials allow advertising and marketing execs the opportunity to let their hair down, have a bit of fun and get silly. That's why Audi's ad features a mutant, CGI-animated dog, GoDaddy's spot features a beefcake Danica Patrick and Kia has recruited Laurence Fishburne as Morpheus, from the Matrix films. Hyundai, meanwhile, didn't seem to get the memo.

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We had plenty of nice things to say about the sleek, new Hyundai Genesis Sedan when we drove the Korean domestic market version late last month. And while we're still waiting to find out just when the new rear-driver will arrive in the US market, Hyundai's home-market operations have released a series of videos on the new sedan.

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Red Bull is one of those companies with its fingers in every corner of the sports world. It's easy to forget just how far those sponsorship dollars have spread since the brand's early days, but a clever new video showcasing some of the brightest stars of the Red Bull family is out to remind us there's nowhere the energy drink manufacturer won't advertise.

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In a surprise move, the 2013 Hyundai Genesis Coupe has shaken up its segment by adding an arrow to its competitive set – that's right, as in "Bow and...". Trying to answer the question of whether the 348-horsepower two-door can go faster than a bow-powered arrow, the company put an archer and bulls-eye in one lane of a runway and a Genesis Coupe in the other.

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With less than 72 hours until the debut of the refreshed 2013 Genesis Coupe, Hyundai has posted a new teaser video that shows off the car's new styling in gory detail. Well, most of it anyway. Although sworn to secrecy, we've seen the new car up close, so we know exactly where to look to catch all the new cosmetics in the teaser. But trust us when we say that if you're thinking the Genesis Coupe is just getting new looks alone for the new model year, you'd be very, very wrong.

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In just a few weeks, we'll be feasting our eyes on the 2013 Hyundai Genesis Coupe under the bright lights of the Detroit Auto Show. And while the endless spy shots and leaked images have done a good job of showing us exactly what the new coupe looks like, this in-person video gives us a glimpse of what the new Hyundai sports cars looks like in the wild – inside and out.

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Rhys Millen's Red Bull Hyundai Genesis PM580 – Click above to watch the video after the jump

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