Some of the best, or at least most memorable, Super Bowl ads of the past few years came from Stellantis or General Motors.
Yeah, well, not this year. Both companies are going to sit this one out.
Here’s what Stellantis told The Hill:
“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,” a spokesperson for Stellantis told The Hill in a statement.
“In light of this assessment, we will not be participating in the Big Game this year.”
GM had already made its announcement in November.
Buying ad time during the game costs a pretty penny — almost $7 million for a 30-second spot last year. It appears that that number is just for the airtime — there are also obviously production costs involved.
Both GM and Stellantis incurred costs due to lost production during last year’s UAW strike — GM may have suffered a loss of $1.1 billion due to lost production.
The strike is why Stellantis pulled out of the 2023 Los Angeles Auto Show and the 2024 Consumer Electronics Show (happening right now in Las Vegas). It’s also likely a major reason behind Stellantis pulling out of upcoming auto shows.
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.