Toyota will feature new Highlander in Super Bowl spot

Article by Christian A., on December 18, 2013

Toyota has secured a 60-second commercial spot at the broadcast of the Super Bowl XLVIII in Feb. 2, 2014. The spot will feature Toyota’s redesigned Highlander mid-sized crossover and will incorporate another global brand as a partner, according to officials of the Japanese carmaker.

Jack Hollis, vice president of Toyota marketing, told Automotive News in an interview that the carmaker would return to the Super Bowl, which is considered as the most-watched advertising event in the United States and is expected to have over 100 million viewers.

“We are very excited about it and there are some surprises coming that are going to be really fun for the Super Bowl,” Hollis said. Just in the previous Super Bowls, the broadcast of the big game had turned into a battleground for carmakers aiming to capture a large part of the US market.

In fact, Toyota, Hyundai, Kia, Audi, and Jaguar have all confirmed that they will advertise during the big game that will be broadcasted by Fox.

Advertising Age has reported that Fox is earning about $4 million for every 30-second commercial slot during the game. Toyota will roll out the redesigned 2014 Highlander to US dealerships in January 2014.

Premium and dynamic, the all-new Toyota Highlander showcases a modern silhouette, a lower roofline for enhanced aerodynamics, and etched side-door panels. The exterior has grown in length by around three inches while breadth is increased one-half inch, delivering a sleek and robust look.

From the front, Highlander's hood converges with a remodelled trapezoidal grille, wraparound headlamps and deeply-chiseled fenders for a more audacious look.

The length of the silhouette, from the front fenders to the rear quarter panels, strikingly emerges with sculptured wheel wells at the corners, providing for prominently protruding wheels. The total package is finished off by a recently designed rear lift-entryway with one-touch power open/close and driver selectable memory height settings, and taillights and bumper that radiate grace and potency.

Toyota Highlander's body structure will add high-quality steel in the front pillars for enhanced firmness.

Visibility has been enhanced through exact repositioning of the front A-pillars, while the proportion of the rear quarter glass has been enhanced to give a more extensive view for driver and occupants.

Refinement is improved through enhanced noise, vibration and harshness (NVH) measures. Interior noise reduction is accomplished through a 30 percent expansion of silencing insulation materials in the floor areas. Acoustic-type glass is utilized for the windshield to help lessen noise entering the cabin, and even the panoramic moonroof design works to help decrease noise clamor, even when the moonroof is open.

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