Stellantis Opts out of Super Bowl Ads, Citing Challenging U.S. Automotive Market
Automaker Stellantis has confirmed that it will not be participating in Super Bowl ads this year, citing the need to focus on preserving business fundamentals in the face of a challenging U.S. automotive market. The decision was announced on Friday, with a spokesperson for Stellantis stating that the company is evaluating its business needs to protect its North America operations and overall business.
According to a report by The Hill, Stellantis is the second company to opt out of Super Bowl advertising, following General Motors (GM), which made a similar announcement in November. Reuters reported that Stellantis, the parent company of Jeep, Chrysler and Ram, has historically used the Super Bowl for major advertising, with a 30-second ad during the game going for nearly $7 million in 2023.
The decision to forgo Super Bowl ads comes after both GM and Stellantis were targeted in the recent United Auto Workers (UAW) strike, which lasted six weeks. Both companies ratified their auto worker contracts in mid-November, with approval for a 25 percent wage increase and cost-of-living adjustments.
GM estimated that the UAW strike cost it $1.1 billion, primarily due to lost production. With these factors in mind, Stellantis has chosen to prioritize its business needs and forgo participation in this year’s big game.
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