NEW YORK (TheStreet) -- Earlier this week, I showcased four public companies that were spending the $4 million required for a 30 second advertisement spot during Super Bowl XLVIII. Now it's time to look at the automobile companies that will shell out the large amount to show off their new cars and trucks. The most intriguing of these companies is Kia Motors (OTC: KIMTF), which will use the Super Bowl to show off its first entry in the luxury sedan market.
Kia Motors, which is also 34% owned by Hyundai Motors (OTC: HYMLF), is paying $4 million to Twenty-First Century Fox (FOXA) to introduce consumers to its V8 K900 luxury sedan. The commercial called "The Truth" features actor Laurence Fishburne reprising his role of Morpheus from The Matrix trilogy of movies. In the commercial, Morpheus will offer a red key and a blue key to a couple trying to pick a luxury sedan.
By launching into the luxury sedan market, Kia will now compete with BMW, Mercedes, Audi, and its parent company Hyundai. Kia has had success as a low-cost new vehicle provider in the U.S. and regions of Asia. It will be interesting to see what the new luxury sedan can do for the carmaker.
In 2013, Hyundai and Kia sold a combined 7.56 million vehicles, which was well ahead of the 7.41 million forecasted by the company. However, Hyundai is now forecasting slow growth to 7.86 million units in 2014, which falls well shy of analysts' targeted 8 million vehicle mark. Kia may be able to help boost the company's goal if it can gain strong sales of its new luxury sedan.