And while more automakers are likely to jump in, it seems nearly certain that category spending on the game will be down from last year, when six automakers ran a total of eight ads.
The Jeep owner sat out last year but is known for releasing its plans just a few days in advance of the game.
Even if Stellantis and GM jump in, barring any other surprises it seems the auto category will fall below or match the category’s recent low of 2021, when just four ads ran from three automakers.
This year, sales are soft for economic reasons including higher interest rates, and the industry continues to slowly recover from supply chain issues caused in part by semiconductor shortages.
“The auto industry’s volume recovery in the U.S.
Ford Motor Co.
Kia was one of a few brands to increase market share last year and is riding a hot streak after posting sales records for December and the fourth quarter, as reported by Automotive News.
“We still can’t make enough to meet the demand,” he said.
Kia had the same conversation last year when it opted to highlight the EV6 in the Super Bowl.
One ad, called “Your Dad Is Going Electric,” is meant to normalize EVs, even for dads who might not be as technologically savvy as their kids.
Zepeda said Hyundai still considers doing a Super Bowl spot every year.