This year’s Super Bowl will be missing a familiar roar: the engines of Detroit’s Big Three automakers. For the first time in recent memory, Ford, General Motors, and Stellantis (formerly Fiat Chrysler Automobiles) will all be absent from the biggest advertising stage in the United States.
The main culprit behind this unprecedented absence appears to be the skyrocketing cost of Super Bowl ad space. A 30-second commercial during this year’s game is reportedly fetching a staggering $7 million, up from $6.5 million last year. With economic uncertainty looming and the need to prioritize investments in electric vehicles and technology, the automakers decided to hit the brakes on the Super Bowl this year.
Stellantis, which includes brands like Chrysler, Dodge, Jeep, and Ram, has been particularly vocal about its marketing reprioritization. The company recently announced it would not be participating in the Chicago Auto Show, another traditionally high-profile event for automakers.
“We are constantly evaluating our marketing spending and making adjustments based on what is best for our brands and our business,” said a Stellantis spokesperson. “We have made the decision not to participate in the Super Bowl or the Chicago Auto Show this year, but we remain committed to reaching our customers through other channels.”
General Motors, which made a big splash with its electric vehicle-focused ad during last year’s Super Bowl, is taking a different approach this year.
“We are excited about the progress we are making with our EV lineup, but we have a variety of marketing initiatives planned for this year that we believe will be more effective in reaching our target audience,” said a GM spokesperson.
Ford, which hasn’t aired a Super Bowl ad in several years, is simply staying the course.
“We continue to evaluate our marketing spend on a year-by-year basis, and we have made the decision not to participate in the Super Bowl this year,” said a Ford spokesperson.
The absence of Detroit’s automakers will undoubtedly be noticeable for viewers accustomed to seeing their flashy commercials during the Super Bowl. However, it also reflects a broader shift in the advertising landscape, with companies increasingly turning to digital and targeted marketing strategies.
For the auto industry, this move could signal a change in how they reach car buyers. With the rise of online research and car-buying platforms, the Super Bowl’s traditional role as a platform for mass-market messaging may be diminishing.
