We Quit! All Big Four Automakers Bow Out of Superbowl

Shifts in Super Bowl Traditions: Every Major US Automaker Stops Ads as Electric Vehicles Steal The Podium

None of America’s four largest car manufacturers—Ford, Toyota, GM, and Stellantis—will showcase national ads for the first time in 23 years as they all pull out of Superbowl LVIII. Instead, foreign-owned companies like Kia and Volkswagen are filling the gap, attributing the absence of the Big Four to challenges in the U.S. automotive market. Sluggish consumer demand and high interest rates are pressuring these manufacturers to reduce ad spending.

Car commercials during the Super Bowl have been a tradition, with Stellantis being absent only twice in the past 15 years. However, this year marks the first time since 2001 that none of the major American automakers are willing to pay the hefty $7 million fee for a 30-second spot, as reported by AdAge.

Stellantis, the parent company of Chrysler, mentioned a focus on preserving business fundamentals amidst the challenging U.S. auto market as the reason for their absence. Toyota, on the other hand, plans to “activate on the ground” with an engaging experience around the game, highlighting its status as the official automotive sponsor of the NFL. GM confirmed that none of its brands would advertise during the Super Bowl, emphasizing alignment with business priorities in media strategies. Ford did not provide immediate comments on the matter.

The auto industry, recovering from a tough 2023, faced a significant setback in its pursuit of Tesla’s dominance. Legacy manufacturers collectively invested approximately $100 billion in mass-market electric vehicle (EV) production by November. However, sales fell short of projections, customers reported reliability issues, and most EV models remained too expensive for the average consumer, despite tax credits.

Although none of the contacted companies explicitly cited the challenging 2023 EV market for the reason they are out of Superbowl ads, their earnings reflect the strain. Ford estimated a $4.5 billion cost for its EV division in 2023, and GM revised its EV production target downward, citing a slowing market. Even Tesla, the industry leader, reported its first quarterly loss since 2020 in the fall of 2023, facing a “moderate low-growth period.”

The broader industry outlook, marked by a 12% rise in American total auto sales in the previous year but still below pre-pandemic levels, further complicates the situation. Cooling consumer demand and manufacturing disruptions, including strikes and supply chain issues, paint a cloudy picture for the domestic automotive industry in 2024.

Out Of Superbowl Yet In With EV Strangleholds

Despite these challenges, this year’s Super Bowl will spotlight EVs, with Kia promoting its newly released EV9 SUV, and Volkswagen returning to Super Bowl ads after a decade, celebrating its 75th year of business in the U.S. Both companies have aggressively pushed their EV offerings, reporting over 60% annual sales growth as of October. However, they still trail behind Tesla, commanding 56.5% of the new EV market.

Beyond economic conditions, the timing might play a role in the Big Four’s absence, as Toyota, the NFL’s exclusive automotive partner, lacks major new product releases coinciding with the February 11 Super Bowl date. Morningstar analyst David Whiston notes that these ads are expensive, and Toyota might not have a vehicle needing such exposure.

Note To Reader: Car Nut Chronicles is reader supported. We may post content which contains links to affiliate sites such as Amazon where we may earn a small commission. This helps us keep the lights on and the articles you enjoy being produced. Thank you for your readership, we appreciate you!