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The car-commercial players for Super Bowl XLV

WITH VIDEOS -- Cash-strapped auto companies stood on the sidelines of the Super Bowl for a year or two, but they're about to make up for it in a hurry. By some estimates, the auto industry will buy the most time of any advertising category for the Feb. 6 game.

Lamborghini shifts R&D focus from more horses to fewer pounds

Lamborghini's drivetrain wizards say they have all the horsepower they need for their super-fast cars. So from here on, performance gains will come from using lighter materials to reduce vehicle weight, instead of from chasing more engine thrust. "It has come to the point where acceleration equals consumption," said Stephan Winkelmann, CEO of the Italian automaker.

Cadillac ELR gives paddle shifters new purpose

We're learning more about the Cadillac ELR, which is set to hit showrooms in limited quantities early next year. Cadillac revealed Friday that the Volt in luxury clothing will use paddle shifters in a whole new way. Instead of using them to shift through gears, ELR drivers will be able to tap the paddles to engage a new feature called Regen on Demand.