Hyundai Motor America won't be the only new advertiser at the Super Bowl next year.
Cars.com, an online vehicle shopping site, also is joining the elite club.
The smaller companies are moving in as behemoth General Motors vacillates. GM has said it might not run commercials during Super Bowl XLII on Feb. 3.
Fox, which will broadcast the game, is charging advertisers as much as $2.7 million for a 30-second spot during the game, say two sources familiar with the negotiations.
Hyundai will use its two 30-second game spots as the core of a broader campaign, said Joel Ewanick, its marketing vice president.
"It is not just those two commercials," he told Automotive News. "It is what we will do leading up to and after the Super Bowl. We are looking for big stages to tell our message. There is no bigger stage than the Super Bowl and the audience of 90 million people."
Ewanick would not describe the commercials.
Cars.com also plans to run two 30-second spots during the Super Bowl.
"The timing is great for us," says Carolyn Crafts, the company's marketing vice president. "February precedes the spring car-shopping season."