Super Bowl 2025 has long been a premier stage for automakers to showcase their latest innovations and captivate audiences with memorable advertisements. As electric vehicles (EVs) gain momentum, many anticipated that Super Bowl LIX would feature a surge of EV-centric commercials, especially from industry leader Tesla. However, the 2025 lineup presented a different narrative.
The Role of Super Bowl 2025 in Automotive Advertising
Over the years, the Super Bowl has served as a critical marketing event for car manufacturers. With millions of viewers tuning in, it provides a golden opportunity to make a lasting impression. Automakers have historically spent big on these ads, using humor, celebrity endorsements, and cinematic storytelling to engage audiences. Past years have witnessed major players such as Ford, General Motors, and BMW showcasing their latest models.
However, the landscape of automotive advertising is changing. In previous Super Bowls, EV advertisements dominated the screens, reflecting the industry’s transition towards sustainable mobility. The 2022 Super Bowl, for instance, was marked by a significant presence of electric vehicles, prompting many to label it the “peak EV” year. The assumption was that this trend would continue into 2025. However, things turned out differently.
The Unexpected Shift in Super Bowl 2025 Ads
Unlike previous years, the 2025 Super Bowl saw a noticeable decline in automotive commercials. Only Stellantis, the multinational automaker behind brands such as Jeep and Ram, confirmed their presence in the ad lineup. This was a stark contrast to previous years when multiple automakers vied for ad slots, pushing their latest electric models to the forefront.
Tesla, which has traditionally steered clear of conventional advertising, continued its stance of not participating in Super Bowl marketing. Other major brands, including General Motors and Ford, also chose not to invest in this year’s Super Bowl commercials. This absence raises questions about the changing dynamics of automotive marketing and the effectiveness of traditional advertising channels in an increasingly digital world.
Stellantis Takes Center Stage on Super Bowl 2025
Among the automakers that participated in Super Bowl 2025, Stellantis emerged as the leading brand with two distinct commercials. Jeep’s advertisement emphasized the brand’s adventurous and off-road capabilities, reinforcing its rugged appeal. Meanwhile, Ram took a creative approach, using a humorous spin on the classic “Goldilocks and the Three Bears” tale to highlight their latest pickup truck model.
The decision by Stellantis to continue investing in Super Bowl ads signals a commitment to traditional advertising. However, it also raises the question of whether this strategy remains viable in a landscape where digital marketing and social media campaigns offer cost-effective and highly targeted alternatives.
Why Did Tesla and Other Automakers Skip the Super Bowl 2025?
Tesla’s decision to skip the Super Bowl 2025 is not surprising. The company has built a strong brand presence without relying on traditional advertising. CEO Elon Musk has effectively leveraged social media platforms, particularly Twitter, to engage with consumers directly. Additionally, Tesla’s strong word-of-mouth marketing and loyal customer base have helped sustain its market presence without the need for expensive ad campaigns.
For other automakers, the decision to opt out of the Super Bowl may be attributed to several factors:
1. High Advertising Costs
Super Bowl advertising is notoriously expensive. In 2024, a 30-second commercial slot cost around $8 million. For automakers, this represents a significant expenditure that may not always yield proportional returns. With marketing budgets being scrutinized more than ever, companies are seeking alternative avenues to promote their vehicles.
2. Shift Towards Digital Marketing
The rise of digital marketing and social media platforms has transformed the way brands connect with consumers. Instead of spending millions on a single TV commercial, automakers can now reach targeted audiences through online campaigns, influencer collaborations, and interactive content. Digital ads provide detailed analytics, allowing companies to track engagement and adjust their strategies in real time.
3. Changing Consumer Behavior
Modern consumers, particularly younger generations, are less influenced by traditional TV commercials. Instead, they turn to YouTube reviews, social media influencers, and interactive experiences to make purchasing decisions. As a result, automakers are redirecting their efforts towards digital-first strategies that align with these shifting preferences.
4. Economic Uncertainty
The global economy plays a significant role in corporate advertising decisions. With fluctuating market conditions and economic uncertainties, many automakers are prioritizing cost-effective strategies. Super Bowl ads, while impactful, may not be the most financially prudent option in such an environment.
The Future of Automotive Advertising on Super Bowl 2025
The absence of major automakers from the 2025 Super Bowl signals a shift in the industry’s advertising approach. While traditional television commercials still hold value, their dominance is being challenged by digital innovations. Looking ahead, automakers are expected to adopt a hybrid marketing strategy that combines digital campaigns, experiential marketing, and selective TV advertising.
1. The Rise of Social Media Campaigns
Automakers are increasingly leveraging social media platforms such as Instagram, TikTok, and Twitter to engage with their audience. Short-form video content, behind-the-scenes footage, and interactive Q&A sessions are proving to be more effective than traditional commercials.
2. Influencer Partnerships
Collaborating with influencers and content creators allows automakers to reach niche audiences in a more authentic way. Influencers who specialize in automotive content can provide in-depth reviews, test drives, and personalized recommendations that resonate with potential buyers.
3. Virtual and Augmented Reality Experiences
As technology advances, automakers are incorporating virtual and augmented reality (VR/AR) into their marketing strategies. Virtual showrooms, interactive test drives, and 3D configurators provide consumers with immersive experiences, reducing the need for costly TV commercials.
4. Subscription-Based Advertising Models
Some automakers are exploring subscription-based content strategies. Instead of one-time Super Bowl ads, brands may invest in continuous engagement through exclusive content, video series, and community-driven platforms.
Conclusion
The Super Bowl 2025 marked a significant departure from previous years, with fewer automakers choosing to invest in traditional TV advertisements. Stellantis stood out as one of the few brands to embrace Super Bowl advertising, while Tesla, General Motors, and Ford opted for alternative marketing strategies.
This shift underscores the evolving landscape of automotive advertising. As digital platforms continue to reshape consumer engagement, automakers must adapt their strategies to remain competitive. While Super Bowl commercials may still hold value for certain brands, the future of automotive marketing lies in digital innovation, targeted advertising, and interactive consumer experiences.
For those interested in attending future Super Bowl events, tickets can be purchased through official channels such as Ticketmaster.
