Advertising

Hyundai unveils three 'Smaht Pahk' successor commercials

Hyundai is launching three new commercials following the success of its "Smaht Pahk" ad during the Super Bowl.

Photo courtesy of Hyundai Motor Company

The success of Hyundai's "Smaht Pahk" commercial starring Chris Evans, John Krasinski, Rachel Dratch, David "Big Papi" Ortiz, and the 2020 Hyundai Sonata, the automaker has debuted three new spots in the same vein.

Part of a national campaign for the Sonata, the TV spots highlight the Sonata's technologically advanced features including Remote Smart Park Assist and Digital Key. Viewers can see the ads during national TV shows such as "Saturday Night Live", "The Bachelor", and "Real Housewives".

"The style and technology of the all-new Sonata is sophistically upgraded to make the drivers daily experience better and it is a premium, exciting sedan build for the bold," said Angela Zepeda, CMO, Hyundai Motor America. "The technologies on Sonata set it apart from other sedans in the segment and we wanted to display that in a fun, lighthearted way that people could relate to, similar to our approach in this year's Big Game."

Watch the three new ads below.

www.youtube.com


www.youtube.com


www.youtube.com

There have been four-, five, and six-speed transmissions. All the way up to 10-speeds. Now, there's the world's first predictive shifting technology that combines traditional transmission functionality with smart computing that takes into account road conditions and the flow of traffic to shit into the right gear. By optimizing gearing, vehicles can have improved fuel economy and less wear on a their mechanical elements including the brakes.

Called the Information and Communication Technology (ICT) Connected Shift System, the technology employs intelligent software in the Transmission Control Unit that collects and interprets real-time input from underlying technologies, including 3D navigation equipped with a precise map of the road as well as cameras and radar for smart cruise control. The automakers say that the 3D navigation input includes "elevation, gradient, curvature and a variety of road events as well as current traffic conditions. This occurs while radar detects the speed and distance between the vehicle and others, and a forward-looking camera provides lane information."

Hyundai Kia  ICT Connected Shift System graph chart how it works The ICT Connected Shift System uses a variety of intelligent technologies to perform tasks.Photo courtesy of Hyundai Motor America

Using these inputs, the system uses an artificial intelligence algorithm and shifts the gears accordingly. During testing, on curved roads the frequency of shifting was reduced 43 percent compared to vehicles without the system. It also reduced the frequency of brake usage by 11 percent.

Engine brakes are applied when an accelerator pedal is released when speed bumps are ahead, when downhill slopes emerge, and when the speed limit changes.

Currently, many vehicles feature a variety of drive modes that adjust shifting, suspension, and acceleration. This system is the first use of that technology with intelligent learning.

During the system development, the companies filed around 40 patents in South Korea and abroad.

The ICT Connected Shift System is just a step in the automakers' intelligent transmission technology development. They're working to develop the intelligence for the system to work with LTE and 5G communication to interact with traffic signals. However, this technology faces a major obstacle for use in daily driver scenarios because of the heavy investment required by municipalities to adopt that level of technology.

"Vehicles are evolving beyond simple mobility devices into smart mobility solutions," said Byeong Wook Jeon, Head of Intelligent Drivetrain Control Research Lab. "Even a traditional area of the automobile, such as the powertrain, is becoming a high-tech technology optimized for smart mobility through efforts to integrate ICT and artificial intelligence technologies."

The ICT Connected Shift System has not yet deployed to vehicles but the companies are planning to advance it in that direction as the technology evolves.

Hyundai will debut its new concept electric vehicle at the Geneva International Motor Show in March.

Photo courtesy of Hyundai Motor America

Hyundai has a Prophecy and they will bring it to live in March during the Geneva International Motor Show in Switzerland. The new concept electric vehicle will debut on March 3.

The Korean automaker says that the concept car will deploy Hyundai's Sensuous Sportiness" design philosophy with "graceful curves flowing over broad rear flanks that provide excellent aerodynamics." Sounds sexy.

A boat-tail line created by the rear quarter panels have an integrated spoiler and pixel lamp taillights joining them on the back side of the car.

"Prophecy does not follow trends. It accentuates timeless beauty that will stand the test of time," said SangYup Lee, Head of Hyundai Global Design Center. "Its iconic design stands to expand Hyundai's design spectrum toward even broader horizons."

Hyundai says that the name "Prophecy" reflects the concept's purpose, defining it as the direction of future Hyundai designs including the future EV lineup.

Prophecy will be part of a larger reveal featuring additional information regarding the automaker's adoption of electric vehicle technology. Hyundai recently revealed plans to add 13 alternatively fueled vehicles to the company's lineup by 2022.