Superbowl Car Ads Are Dead, Now What?

Stellantis opts Out of Super Bowl Ads Amidst Car Industry Challenges

Automaker Stellantis, the parent company for Dodge and Jeep, has decided to skip their traditional Superbowl car ads this year, as confirmed by the company on Friday. The move is attributed to the company’s commitment to preserving business fundamentals and navigating challenges within the U.S. automotive market.

A spokesperson for Stellantis conveyed, “With a continued focus on preserving business fundamentals to mitigate the impact of a challenging U.S. automotive market, we are evaluating our business needs and will take the appropriate decisions to protect our North America operations and the Company.”

In a statement to The Hill, they added, “In light of this assessment, we will not be participating in the Big Game this year.”

This announcement follows a similar decision by General Motors (GM) in November, reinforcing a trend of major automakers refraining from Super Bowl advertising. Reuters reported that Stellantis, the parent company of well-known brands like Jeep, Chrysler, and Ram, has traditionally utilized the Super Bowl for significant advertising efforts. Notably, a 30-second ad during the 2023 Super Bowl commanded nearly $7 million.

The decision by Stellantis and GM comes in the wake of both companies being targeted by the recent United Auto Workers (UAW) strike, which lasted six weeks. The strike concluded with both companies ratifying auto worker contracts in mid-November, approving a 25 percent wage increase and cost of living adjustments.

For General Motors, the UAW strike had a substantial financial impact, with estimated losses reaching $1.1 billion, primarily due to disrupted production. Stellantis, facing similar challenges, seems to be strategically reassessing its marketing approach, choosing to abstain from the high-profile Super Bowl advertising platform this year.

Only Ford And Toyota Remain, Unless other Car Superbowl Advertising Comes Into Play

As the automotive industry grapples with various challenges, including supply chain disruptions, market uncertainties, and labor issues, the decisions of major players like Stellantis to reevaluate advertising strategies reflect the dynamic nature of the sector. Truck and car Superbowl ads will be left to Ford and Toyota; even that may be lighter than in past years. The focus on preserving business fundamentals underscores the industry’s resilience and adaptability in navigating turbulent times.

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