Second major carmaker says it won't advertise during Super Bowl

Automaker Stellantis is opting out of Super Bowl ads this year, the company confirmed Friday. “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 said told The Hill in a statement.

“In light of this assessment, we will not be participating in the Big Game this year,” they added. The Jeep manufacturer is the second company to make this decision, after General Motors (GM) reportedly said it would nix advertising during the big game, to Reuters. The outlet also reported that Stellantis — the parent company of Jeep, Chrysler and Ram — is known to use the Super Bowl for major advertising, as in 2023 a 30 second ad in the during the game went for nearly $7 million.

Their decision comes after both and were targets of the recent United Auto Workers (UAW) strike, which lasted six weeks. Both companies ratified their auto worker contracts in mid November, approving a 25 percent wage increase and cost of living adjustments. GM last year that the UAW strike cost it $1.1 billion, due primarily to lost production..