Despite EV Push, Most Automakers Opt Out of 2023 Super Bowl Ads
Super Bowl LVII seemed like the perfect time for carmakers to showcase their electric portfolios. Viewership was expected to break records (final numbers are not reported yet), and the next few years will see exciting EV launches from Nissan, Chevy, and more that could use some advertising support to convince customers to ditch gas-powered cars.
Yet surprisingly, most brands passed on Super Bowl ads last night. Viewers saw just three—from General Motors, Jeep, and Ram—compared to seven last year.
BMW iX
Kia EV6
GM Ultium Battery Platform
Chevrolet Silverado
Nissan Ariay e-4orce
Polestar 2
Wallbox charger
GM + Netflix
Jeep 4xe
Ram 1500 Rev EV Truck
Jeep and Ram are both owned by parent Stellantis, meaning just two major companies picked the occasion to push their EVs to the masses. The ads served different purposes, which highlights the variation in the status of each brand's EV business and their goals for the coming years.
The first EV ad of the night from General Motors was arguably one of the best of the night. It touted GM's new partnership with Netflix to place its EVs in shows. Will Ferrell was seen driving the Cadillac Lyric, Chevy Silverado EV pickup, and other battery-powered vehicles from GM while encountering characters from Netflix shows.
GM has one of the strongest electrification commitments of any automaker. In October 2021, the company said that by 2035, it would only sell electric vehicles. It sees Netflix as a way to reach new consumers, which it will have to do to achieve such a lofty goal.
“Entertainment has a huge impact on culture," says Deborah Wahl, global chief marketing officer at GM. "We want to make EVs famous on streaming, small and silver screens to build an EV culture through
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