No Show: Detroit Automakers Skipping This Year’s Super Bowl

Although some of the most memorable and weighty commercials from Super Bowls in the past have come from the Big Three, Detroit automakers will be a no-show at this year's game.

Big Three Skipping the Big Game

Ironically, 2024 is shaping up to be the best season in a very long time for the Detroit Lions, with the hometown team having its best shot at taking home the NFL title in years. One would think Chrysler, General Motors, and Ford would be putting up big bucks to have splashy, enduring spots featured in this year's contest.

But that's just not the case.

A Long History of Memorable Super Bowl Commercials

Historically, the Big Three automakers have featured some epic TV commercials during the NFL's annual Big Game event. Bob Dylan assisted Chrysler in a spot that oozed Detroit pride ten years ago.

And in 2021, comedian Will Ferrell was super pissed that the US lags way behind other countries in the production of electric vehicles. The 90-second spot illustrated just how dedicated General Motors is about EVs.

Perhaps the most famous offering was when Eminem helped introduce the world to the Chrysler 200 in the Super Bowl commercial titled 'Imported From Detroit' back in 2011.

Why Are the Detroit Automakers Skipping the Super Bowl This Year?

This year, you won't be seeing any commercials from the Detroit automakers during the Big Game. The reason? It all boils down to one word:  Money.

According to the Detroit News, a 30-second commercial during this year's Super Bowl is expected to run about $7 million.

Demand for new vehicles swelled shortly after the pandemic, but the automakers anticipate that demand will moderate in 2024 as interest rates remain high. Savvy car buyers are now looking for cost-cutting incentives which means car companies are looking to cut costs. Last year's labor strike also cut into the Big Three's profits.

"We continually evaluate our media strategies," GM spokesperson Arianna Kughn said in a statement, "to ensure they align with our business priorities."