Automakers Appear To Pass On Super Bowl Lx

The Super Bowl is less than three weeks away, but it appears a number of automakers will be sitting on the sidelines. That’s notable as last year’s game was watched by a record average of 127.7 million people in the United States.

While Stellantis typically has a high-profile commercial or two, the company has decided to focus their efforts elsewhere. As global chief marketing officer Olivier Francois explained, “The biggest American celebration this year is the 250th anniversary of the United States, so, appropriately, it will serve as our big moment for 2026, in place of the Super Bowl.”

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That’s kind of ironic as the company promised to preview limited-edition A250 Dodge, Jeep and Ram vehicles at the Detroit Auto Show. However, they never got around to releasing pictures or information about them.

While Stellantis is out, Cadillac will reportedly air a commercial that promotes their involvement in Formula 1. The ad will reportedly showcase the car’s final livery, although most Americans probably couldn’t care less.

The only other slightly automotive-related spots are from Bosch and WeatherTech. Marketing Dive reports the former company will air a commercial that’s a continuation of “The more you Bosch, the more you feel like a Bosch” campaign. However, this will likely be focused on consumer goods, rather than their automotive supplier side.

The publication also reports WeatherTech is making a return to the big game. Little is known about their commercial, but it will likely promote the company’s line of car accessories that includes floor mats and window deflectors.

While that sounds like a sad lineup, more automotive ads will likely be announced in the coming days as Super Bowl LX takes place on February 8. We’ll find out who will be competing this weekend as the Broncos will battle the Patriots, while the Rams take on the Seahawks.

Variety previously reported ad spots sold out last fall and NBC was seeking $7 million for a 30-second commercial. That’s a lot of money, but the Super Bowl is one of the few events – especially in the streaming era – that attracts a massive audience.