Report: Honda Threatened by the Rise of the Koreans

If there is one Japanese company that can lay claim to having a reputation for innovation and advanced engineering, it is Honda.

It is a reputation built over more than 30 years, starting from the first generation of the Civic in the ‘70s and continuing throughout the years with novelties such as VTEC, the futuristic first generation Insight hybrid back in 1999, the S2000's high-revving 120HP-per-liter engine, the first practical supercar, the NSX – and the list goes on.

However, something seems to have changed, and not for the better.

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Video: Australian “Shell” Ad for the 2011 Hyundai Elantra

From Sydney ad firm Innocean Worldwide comes this neat little TV commercial for the 2011 Hyundai Elantra four-door sedan.

The ad features Hyundai’s C-segment offering sitting inside a non-descript brick building. Then, in a way that reminds the machine that Tony Stark uses to suit in and out of his Iron Man costume, a multitude of robot appendages unfold from the ceiling and begin removing pieces of the Elantra’s body to reveal a smaller car inside.

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