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Every Automaker’s Plan for Autonomous Vehicles (Updated)
Independent start-ups, big tech conglomerates and hordes of automakers are all working on self-driving technology. The infinite unknowns of the driving world aren’t going to keep them from confronting the greatest challenge in automotive history. Some are going it alone, while most are partnering up. We’ve gathered all of the milestones and strategic partnerships shaping the development of autonomous transportation. As automakers with bottomless pockets have learned, no amount of autonomous vehicle investments can overcome the enormity of this engineering challenge.
Autonomous Vehicle Investments: Broken Promises and Delays
In 2010, just about everyone was hopping aboard the autonomous driving train. General Motors, Ford Motor Company, Mercedes-Benz, Volkswagen, Audi, Nissan, Toyota, BMW, Volvo, Nissan and a very young Tesla were all getting to work on the issue in the early 2010s. How much has been accomplished? Well, a lot, but the pace of innovation has been slower than most anticipated. Plus, there have been plenty of missed deadlines and dead ends along the way. Here are just a few of the many examples:
- In 2016, Tesla CEO Elon Musk proclaimed that driverless Teslas would be available by 2020. He also believed that 1 million Tesla robotaxis would be on the road by 2020.
- Also in 2016, Ford predicted they’d have driverless cars without steering wheels by 2021, a statement they eventually scaled back.
- BMW and Volvo also planned to have driverless cars by 2021.
- General Motors has been working on its fleet of driverless Chevrolet Bolts and Volts since it acquired Cruise in 2016. It remains in development six years on.
A possible game-changer surfaced in early 2021 when the NHTSA finally amended the Federal Motor Vehicle Safety Standards (FMVSS) to include clarified language regarding autonomous vehicles and advanced driver assistance systems as a whole. In a lackluster revision, the new NHTSA rules essentially say that automakers are obligated to protect vehicle occupants to the fullest extent possible, no matter the level of automation. In other words, automakers can’t treat the American public like test mules for their latest technology.
Now that US regulations are modernized, automakers are likely to accelerate their timelines for development and testing of Level 3 automation on American roads. In fact, a few automakers intend to roll out their very best in 2022.
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Automaker Investments in Driverless Cars
Some automakers keep their cards close, and that’s no surprise in a competitive market. However, there are dozens of partnerships, acquisitions and investments that shine light on the accelerated path towards autonomous mobility. It’s been a long time coming. If you need to polish up your understanding of the six levels of autonomy, we’ve got you covered here. This is what we know in 2022:
BMW
In 2019, BMW teamed up with Daimler to strive towards Level 4 automation by 2024. In a quest to leapfrog Tesla, BMW will add Level 3 autonomy to the 7 series sedan in 2022. Stellantis is even in on the deal (more on that below). BMW has a whole campus dedicated to testing autonomous driving technology. Engineers are seeing tremendous progress at the BMW Autonomous Driving Campus in Germany. BMW is committed to investing $35 billion in autonomous vehicle and EV development by 2025.
Fisker
The 2024 Fisker Ocean electric crossover will be built by European auto manufacturer Magna. As part of Fiskers agreement with Magna, the nascent automaker will take advantage of Magna’s new proprietary suite of sensors and over the air update capabilities to launch the Fisker Ocean with Fisker Intelligent Pilot. Known as FI-Pilot, not much else is known about Fisker’s advanced driver assist system. Fisker claims that FI-Pilot will be industry-leading, but the brand’s first production vehicles won’t be out until 2023.
Ford
Ford is investing $5 billion in autonomous vehicle development between now and 2025. The American giant already invested in a partnership with Argo AI in collaboration with Volkswagen Group. Ford is now testing self-driving vehicles in Pittsburgh, Palo Alto, Miami, Washington, D.C., and Detroit. Lyft will be the first beneficiary of the new Ford autonomous driving investments. Their test vehicle of choice to represent the future? The discontinued Ford Fusion Hybrid.
General Motors
GM has upped its combined investments in electric and driverless vehicles to $35 billion, including $1 billion for autonomous vehicle investments. At CES 2022, General Motors CEO Mary Barra announced that GM plans to sell fully autonomous vehicles to the public “by mid-decade.” In 2016, GM bought self-driving startup Cruise, and has since worked on further development while integrating what it now calls Super Cruise into the automaker’s vehicles.
In 2022, Super Cruise advanced driver assistance is available in the Cadillac Escalade, Cadillac CT4, Cadillac CT5, Chevrolet Silverado, GMC Hummer EV and GMC Sierra. Chevrolet even calls Super Cruise the “world’s first true hands-free driving system for the freeway.” Note that eyes still need to be on the road. GM is far from bringing driverless cars to market.
Honda
Ever heard of the Honda Legend? Me neither. It’s a popular sedan in Honda’s Japanese homeland. Even more intriguing is the fact that Honda came out of nowhere with the very first production car with Level 3 autonomy. In early 2021, Honda Sensing Elite became available for the Honda Legend.
The story gets weirder! In 2018, Honda invested $2.75 billion in a partnership with General Motors. The partnership let’s Honda use Cruise, the autonomous transportation subsidiary that GM acquired in 2016. Microsoft joined the Cruise party with a $2 billion autonomous vehicle investment in 2021, effectively teaming up with GM and Honda. It’s not yet clear if Honda Sensing Elite is a product of the Cruise partnership, or if perhaps the result of other behind-the-scenes developments.
Hyundai Motor Group
Back in 2019, Hyundai announced a $35 billion investment in autonomous driving technologies that will fund research, partnerships and innovation by 2025. The South Korean government is a partner in the investment. The government expects that Hyundai will launch Level 4 vehicles for fleets by 2024, and for the public in 2027.
Hyundai-Kia’s 2018 investment in Aurora Innovation is expected to drive innovation. The two had been working on a hydrogen fuel cell vehicle called NEXO, but it’s unclear whether that piece of the partnership will continue with hydrogen losing favor to electricity-powered vehicles.
After rejecting rumors that they were working with Apple on automotive tech, Hyundai and Kia quietly began delivering vehicles with Level 2 advanced driver assistance. The popular Hyundai IONIQ 5 electric vehicle includes Highway Driver Assist 2, which combines lane assist with adaptive cruise control to steer the car on the highway.
One feature that stands out in Hyundai’s Highway Driver Assist 2 is automatic lane changing, which even Tesla Autopilot does not yet offer. Next up for Hyundai and Kia? We’ll see if they can follow through on their target of having Level 4 autonomous vehicles by 2024.
Jaguar – Land Rover
The British luxury brands are working on both strategic partnerships and solo projects in the autonomous vehicle space. Driverless ride-hailing company Waymo wants up to 20,000 electric Jaguar I-Pace vehicles for their driverless markets. project Vector is Land Rover’s autonomy-ready vehicle platform under development.
Jaguar Land Rover is already testing an advanced suite of Level 2 driver assistance features. “The initial tests will involve vehicle-to-vehicle and vehicle-to-infrastructure communication technologies that will allow cars to talk to each other and roadside signs, overhead gantries and traffic lights. Ultimately, data sharing between vehicles would allow future connected cars to co-operate and work together to assist the driver and make lane changing and crossing junctions easier and safer.”
Mercedes-Benz
In 2021, Mercedes-Benz became the first automaker to get regulatory approval for Level 3 autonomous driving in Europe. For now, Mercedes Drive Pilot is available on 8,197 miles of German highways at speeds up to 37 miles per hour. Mercedes’ Level 3 system is accessible to far more vehicles than Honda’s Sensing Elite. The 2022 all-electric EQS and S-Class models get Mercedes Drive Pilot, but full functionality is not yet available in North America.
Mercedes-Benz is already looking ahead to the next iteration of autonomous tech. They announced a partnership with self-driving sensor maker Luminar Technologies to enable fully automated driving on highways for its next-generation vehicles. The next generation of Mercedes autonomous vehicles should arrive mid-decade.
In 2019, Mercedes parent company Daimler partnered up with rival BMW to spend around $1 billion on accelerating the development of autonomous vehicles. Daimler also invested $573 million on autonomous commercial trucks, with the possibility of spillover into passenger vehicle R&D.
Polestar
Many had never heard of this Volvo subsidiary until the fierce Super Bowl commercial came out of nowhere and called out rivals like Tesla and Volkswagen. Riding on the waves of success with the Polestar 2 electric sedan, the Nordic automaker will offer a Level 3 autonomous driving system in the upcoming Polestar 3 SUV. Polestar’s autonomous driving partnerships with Luminar, Nvidia, and Zenseact will power the tech.
Stellantis
Stellantis is clearly on the verge of a major shift in strategy. They recently shared the beautiful Chrysler Airflow concept, and declared full electrification of the Chrysler brand by the end of this decade. Now, Stellantis is shooting for Level 3 autonomy by 2024. Surprisingly, the automaker said that the Level 3 capability is being developed in partnership with BMW.
Stellantis aims to generate $23 billion in added revenue from software-driven features by 2030. Stellantis has plans for three new software platforms called STLA Brain, STLA SmartCockpit, and STLA AutoDrive.
Automotive News reports that Waymo is involved in the next generation of Stellantis software. “The automaker said that STLA Brain, due for rollout in 2024, would be updateable over-the-air to allow its Level 2 semi-autonomy to be upgraded to allow hands free Level 3 driving. For more advanced Level 4 autonomy and Level 5 full autonomy, Stellantis will partner with Alphabet’s Waymo self-driving unit, it said. Waymo already deploys Pacifica Hybrid minivans from Stellantis’ Chrysler brand equipped with the Waymo Driver hands-free technology to provide fully autonomous rides in Phoenix, Arizona.”
By 2024, Stellantis plans to employ 4,500 engineers and software developers worldwide as they spend $33 billion on electrification and autonomous vehicle investments. With Level 3 as the next goal, driverless cars are not in the picture for Stellantis at this time.
Subaru
Subaru is a bit behind when it comes to autonomous vehicle development. As numerous competitors are releasing Level 2 advanced driver assistance systems in 2022, Subaru announced that their goal is to achieve Level 2 autonomy in “the second half of the 2020s.”
Subaru plans to develop the system utilizing its EyeSight Driver Assist Technology and artificial intelligence to interpret the environment even in poor visibility. Depending on how the successes of the rest of the industry go, Subaru may find itself quite behind in five years’ time.
Tesla
Tesla has been aiming for Level 5 autonomous driving since the beginning. With optimistic leadership, Tesla announced target dates for everything from a million robotaxis to no longer needing a steering wheel at all. Of course, these headline-grabbing goals underestimated the engineering feats that must be overcome before safe autonomous vehicles can seek regulatory approval in the US.
That isn’t to say that Tesla is any kind of failure. Quite the opposite. Tesla’s controversially-named “Full Self-Driving” package is available for $12,000 today. The thing is, it does not enable full self-driving. At least not yet.
The past few years have seen Tesla implement microchip upgrades in preparation for true Level 3-5 autonomy, yet many saw a misstep when Tesla decided to remove radars from new models. Tesla says that their autonomous driving system will learn to navigate the world like a human driver does, using only image processing. In other words, cameras not radars. For that reason alone, many engineers are wondering just how successful Tesla’s autonomous driving approach will turn out to be.
All Tesla vehicles come equipped with Tesla Autopilot, a Level 2 advanced driver assistance system. It’s essentially lane-keep assist paired with adaptive cruise control. However, it’s arguably the best in the industry right now. Tesla is in the process of transitioning all vehicles to Tesla Vision, Tesla’s camera-based Autopilot system.
Tesla could follow through on their bold promises and send an OTA update to millions of cars overnight that launches the auto industry into Level 4 autonomy. Will it happen? That’s more of a wait-and-see game.
Toyota
Toyota just announced that it is launching its own operating system to prepare for the age of autonomous vehicles. The system, named Arene, will be able to control vehicle operation and advanced safety features. Arene will open the door to autonomy that goes beyond Level 2. Toyota Arene should arrive in 2025, which happens to be right around the same time that Mercedes-Benz, GM, Ford, Stellantis and others aim to unveil similar vehicle operating systems.
But that’s not all. Toyota has invested hundreds of millions of dollars in other autonomous vehicle companies. In 2021, Toyota bought Lyft’s autonomous vehicle development division for $550 million. Previously, the Japanese automaker bought two tech startups, Carmera and Renovo, for an undisclosed sum. Toyota also invested in the following startups who are all focused on an automated future: Pony.ai, Momenta and Ridecell.
The investment in Pony.ai alone was worth $400 million, bringing the grand total of Toyota’s investments in automated vehicles to somewhere over $1 billion. Toyota has been admittedly slow catching up to electric vehicle competitors. We can only imagine how much money went into the development of the Toyota Mirai. The hydrogen-powered sedan has dismal sales numbers and almost no where to refuel.
For years, Toyota bet against EVs. They ran marketing campaigns bragging about what they misleadingly called ‘self-charging hybrids’ (there’s no such thing). One glance at automotive industry trends in 2022 makes it clear that that was not a good bet to make. However, over $1 billion of autonomous vehicle investments shows that Toyota is serious about remaining a major player in the future of transportation.
Volkswagen Group
In 2019, Volkswagen group announced a $2.6 billion investment in Argo AI as part of its global partnership with Ford. VW’s autonomous vehicle investment came after Ford lifted Argo AI into the spotlight by investing $1 billion dollars in 2017.
Three years later, Volkswagen’s half of the deal is moving along nicely. Beginning in 2021, the all-new ID Buzz van began testing on German roads. The ID Buzz is equipped with Argo AI’s bulky autonomous hardware on the outside, and leading edge software on the inside. Both VW and Argo AI intend to prepare the autonomous technologies for a commercial ride-sharing service to launch in 2025.
Volkswagen is getting creative with how they plan to monetize their future autonomous vehicles. Volkswagen board member Thomas Ulbrich told Die Welt that Volkswagen leadership is seriously considering a number of subscription services to generate revenue from not only autonomy features, but also games, extended range, and performance features. In a thinly veiled shot at Tesla, the board member suggested this helps consumers by lowering the price of entry into an autonomous vehicle.
Just how much would a Volkswagen autonomous-driving subscription cost? Ulbrich says around $8.50 per hour is a ballpark estimate for what VW customers could expect to pay. Furthermore, Volkswagen plans to begin offering pay-per-use features in its MEB platform cars starting later in 2022. They think subscription Services could eventually net hundreds of millions of dollars every year for the company.
Volvo
At CES 2022, Volvo made three big announcements. Ride Pilot, a new Level 3 autonomy system, is coming to Volvo’s all-new electric SUV to be unveiled later this year. Volvo Ride Pilot will enable hands-free driving, however only on the highway. Volvo drivers wanting to try out Ride Pilot will need to subscribe to the feature. Pricing has not been announced.
Ride Pilot is currently undergoing testing in Europe. Volvo expects testing in California to begin this summer. Initially, Ride Pilot will only be available in California. Why California? Volvo says “the climate, traffic conditions and regulatory framework provide a favorable environment for the introduction of autonomous driving.” They suggest that there will be a gradual release nationwide, but the timeline is unclear.
Volvo has committed to partnerships with autonomy giant Waymo, as well as smaller startups like Apex.AI. Volvo’s commercial arm is working with NVIDIA and Aurora on the development of autonomous commercial vehicles. Volvo has not announced how much they’ve put into autonomous vehicle investments, but hundreds of millions of dollars appears likely.
How Much Have Automakers Invested in Autonomous Vehicle Technology?
Legacy automakers have publicly shared investments in autonomous vehicle development totaling $48 billion through 2025. Add in related electric vehicle investments of over half a trillion dollars, and it’s clear that automakers are betting their money on an autonomous, electric future.
The crazy thing is, there’s no guarantee that any automaker or startup will succeed at Level 5 autonomy in this decade, despite the endless investments in the cause. As Tesla CEO Elon Musk recently quipped, “I thought the self-driving problem would be hard, but it’s harder than I thought.” Hopefully the brightest minds and fattest wallets get it done.
Check back for updates as Tesla, legacy automakers and dozens of startups race to the finish line, without anyone in the driver’s seat.
The Ambassador Bridge Blockade Was a $155 Million Hit to Automakers
Now that the Ambassador Bridge is fully open, automakers are starting to assess the damage. Millions in unexpected expenses and manufacturing delays have extinguished whatever traces of normalcy were left in factories following a year of worsening supply shortages. Now the question is, who will absorb the costs?
Automotive industry analysts at Anderson Economic Group found that the total impact of the Ambassador Bridge blockade is likely to be $155 million for automakers on both sides of the US – Canada border. Lost wages at manufacturing plants are estimated to reach $145 million.
Just as some automakers were beginning to use airplanes to fly parts across the border, Canadian Prime Minister Justin Trudeau invoked emergency powers to force the bridge back open.
The automotive industry is Canada’s second-largest economic export sector, right behind natural resources such as oil and forestry materials. One-quarter of all goods traded between the two countries passes through the Ambassador Bridge linking Detroit, Michigan with Windsor, Ontario. The corridor is crucial for $100 billion in annual trade.
The silver lining
Michael Brady, co-chair of the automotive industry group at Warner Norcross + Judd, told Automotive News that one silver lining coming out of the Ambassador Bridge blockade is that the auto industry was much better prepared to handle unexpected disruptions following 2 years of challenges coming from every direction. Pandemic-related shutdowns and supply chain constraints have ultimately made the automotive industry as a whole more resilient.
Still, adapting to disruptions results in higher production costs. Someone will have to foot the bill. Brady also said that contractual terms are likely to determine who will ultimately absorb the cost of the Ambassador Bridge blockade. Some automakers are more likely to absorb the hit, while others may fight for every last dollar.
Complicating matters further, automakers know they can’t live without the suppliers, and suppliers know that they need good relationships with their clients if they are to stay in business. Right now, suppliers and automakers are taking a wait-and-see approach. They are most certainly consulting their legal and financial teams before making any moves.
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What Is a Self-Driving Car? Your Guide to Autonomous Vehicles
What does 2022 have in common with the 1939 World’s Fair? It’s the feeling that autonomous vehicles are right around the corner. Nearly every automaker, from Tesla to Ford, has overpromised and underdelivered on their plans for autonomous driving. Tesla CEO Elon Musk said it himself recently in an interview with researcher Lex Fridman. “I thought the self-driving problem would be hard, but it’s harder than I thought. I thought it would be very hard, but it was even harder than that,” Musk reflected. He’s not the only one to misjudge the enormity of the task at hand. You’d think automakers would stop giving themselves deadlines that are destined for letdowns.
It turns out that there’s been one overarching theme in the learnings from the past decade of development. Engineers now see that in order for self-driving cars to be safe and successful, cars will have to learn to think like a human. Computers are exceedingly good at performing repetitive tasks. What they’re not great at is responding to unique situations full of unknowns. The human brain is more capable than some give it credit for. We’re very good at dealing with unknowns and making complex decisions on the fly.
After reading this article, you’ll better understand what self driving cars are, the difference between self-driving cars and autonomous vehicles, and the terms and jargon associated with self-driving cars. Let’s dive in.
What Is a Self-Driving Car?
As you’re soon about to learn, the world of autonomous cars and self-driving technology is full of terms worth defining. For starters, what is self-driving in the world of transportation? Self-driving cars can drive in some or even all situations without driver input, but a human must always be ready to take control. Think of them as a crucial stepping stone on the path to full autonomy.
Self-driving cars are not fully autonomous. In the world of professional engineering, ‘automation’ is the preferred term for the sliding scale of vehicle operation status. In fact, the United States National Highway Traffic Safety Administration (NHTSA) refrains from using the term “self-driving” at all, and most engineers disagree with the use of the term. Let’s dive into the terms and definitions that relate to so-called self-driving cars, and the future of automation as a whole.
Terms and Definitions: A Self-Driving Primer
First, let’s clear the confusion. Talking about automated cars warrants a glossary of its own. Being well-informed is the key to knowledge, and we all know knowledge is power. Here’s a list of the terminology you’re likely to encounter in a self-driving world. In most cases, the difference is in the finest of details.
Advanced Driver Assistance System (ADAS)
These are technological features designed to improve driving safety. These software-based systems improve a driver’s ability to react to adverse situations on the road. Examples include adaptive cruise control, forward collision warning and lane departure warning. ADAS features are very common in newer car models.
Autonomous or Automated Vehicle
This term is thrown around a lot, but a true autonomous vehicle is capable of sensing its environment and operating without human involvement. Human passengers can take their eyes off the road and just enjoy the ride. Imagine entering the destination address, and that’s it. Autonomous vehicles can do everything that an attentive human driver can do.
Autopilot
Usually referring to Tesla Autopilot, which is a suite of ADAS features that enable the vehicle to steer within a lane and adjust speed in response to surrounding traffic. It’s essentially adaptive cruise control plus lane centering. Autopilot is standard on all new Tesla models.
Full Self-Driving
Tesla “Full Self-Driving” in its current iteration is not much different from driver assistance technologies. Tesla enthusiasts, relax. That’s likely to change as Tesla updates the software regularly via over-the-air updates that simply require WiFi to install. Automotive engineers generally refrain from using this term altogether, as it’s more associated with marketing than with engineering automation. A true full self-driving car can navigate roads with human supervision. Tesla’s program is getting close, but as thousands of videos online will show you, Tesla FSD is not quite there yet. It is impressive though. Tesla FSD can be yours (someday) for an additional $12,000 when you buy a new Tesla vehicle.
Geofencing
This is when a vehicle’s operation is limited to a restricted geographic area. For example, Waymo’s driverless vehicles are geofenced to only operate in the Phoenix metropolitan area. Geofenced autonomous vehicles will grow in popularity before true, independent autonomous vehicles put rubber on public roads.
LiDAR
Light Detection and Ranging. LiDAR is the go-to ‘radar’ technology for nearly all self-driving innovators. Except of course for Tesla, who seems to think image processing with cameras is the way to go. LiDAR can ‘see’ through low visibility conditions, including fog and heavy rain.
Self-Driving Vehicle
When a vehicle can perform most driving tasks in a geofenced area, but with constant human monitoring and intervention when needed, some in the automotive industry consider it to be self-driving. The degree of human input varies. More on that below…
The Six Levels of Automation
But wait, there’s more! Engineers rate the levels of automation based on how independently the system can perform tasks, and how much human input and supervision is required. Here are the basics of the five levels of automation, according to the Society of Automotive Engineers.
- Level Zero – Limited to warnings and brief takeover of vehicle control. Ex: auto emergency braking, blind spot warning, lane departure warning
- Level One – Steering OR acceleration/braking. Ex: lane centering OR adaptive cruise control
- Level Two – provides both steering AND acceleration/braking. Ex: lane centering AND adaptive cruise control
- Level Three – The car can drive independently under certain conditions. Ex: automated driving at slow speeds
- Level Four – Geofenced automated driving; steering wheel optional. Ex: Waymo’s local driverless taxi
- Level Five – The autonomous vehicle can operate anywhere without driver input or attention
Now that we’ve covered the engineering and industry jargon, let’s revisit our definition.
What exactly is self-driving technology? The most agreeable definition is that self-driving cars fall within level 3 or level 4 automation, in which the vehicle can perform most driving tasks in a geofenced area, but with constant human monitoring and intervention when needed. Fully autonomous vehicles fall within the ultimate frontier of automotive engineering, Level 5. A true autonomous vehicle can operate from start to finish without driver input or attention. Imagine reading a book or taking a nap on your way to work.
Are There Any Self-Driving Cars Today?
No cars on today’s roads are capable of fully autonomous driving. Automated driving remains years away, however tremendous resources are committed to the cause of unraveling the ultimate challenge in automotive engineering. Tesla’s Autopilot and Full Self-Driving features are branded as Level 2 systems, which means that constant supervision is required, and intervention is to be expected. This discrepancy between the Level 2 classification of Tesla’s driver assistance systems and the names of the products remains the source of much controversy among engineers and driver safety advocates alike. Can’t we all agree that honest advertising is always in the interest of safety and responsibility?
Aside from automakers, there are dozens of other companies innovating in the autonomous driving space. Waymo, Argo AI and Cruise are all putting geofenced autonomous cars on the road today for real-world testing and limited customer use for ride-hailing. What is a self-driving car in 2022? It’s likely a prototype with limited use.
What’s Next?
Tesla is the clear leader in advanced driver assistance systems. However, the extent of Tesla’s lead among industry competitors is not nearly as clear as it was a few years ago. Tesla has taken a bold step away from using radar for sensory inputs. The decision to remove LiDAR from new Tesla models starting in 2020 was so controversial that some senior engineers quit in protest.
Remarkably, Tesla is no longer the only automaker breaking autonomy barriers. In 2021, Mercedes-Benz became the very first automaker to get regulatory approval for Level 3 autonomous driving on limited public roads. For now, Mercedes Drive Pilot is available on 8,197 miles of German highways at speeds up to 37 miles per hour. What makes Mercedes Drive Pilot so special is that it is the first approved consumer-ready system to permit the driver to take their attention away from the road while the vehicle is in motion. Even Tesla’s Full Self-Driving feature does not permit the driver to direct their attention elsewhere, despite evidence of the contrary on social media.
Level 2 For Now
For the foreseeable future, American roads will see even more Level 2 driver assistance systems calculating their way through traffic as nearly every automaker in the market steps up their autonomy game. Level 3 remains in development, even for Tesla. Mercedes has not announced if it will seek approval in the US anytime soon, likely due to the murky regulatory environment.
Fully automated driving is likely in our future, but no one knows when it will be safe and accessible to all. The pace of innovation ebbs and flows. Engineers, regulatory agencies and insurance companies have some hard problems to solve. For now, proceed with caution when at the wheel of a “self-driving” vehicle. Their arrival is a great reason to look twice when crossing the street. You never know who (or what) might be coming around the corner.
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Here’s How Much Automakers Spent On Super Bowl Commercials in 2022
Over 100 million people tune into the Super Bowl each year, and a decent portion show up just for the commercials. Why is the Super Bowl the only night of the year when viewers actually want to see advertising? When a 30 second slot costs millions of dollars, it better be catchy. We’ve gathered every automaker Super Bowl commercial and tallied up how much money automakers spent on the big game. Prepare to be shocked.
How Much Does a Super Bowl Commercial Cost in 2022?
This year, it was NBC’s turn to host the game. In September, NBC executive Dan Lovinger said that a typical 30 second commercial costs $6.5 million in 2022. A recent press release from NBC shows that several 30 second advertising slots sold for $7 million. Calling this a record doesn’t even begin to describe just how much prices for Super Bowl ads have skyrocketed. Prices had stagnated over the past few years, with half-minute slots ‘only’ going for $5.5 million in 2021. I guess inflation is hitting NBC too…
Which Automakers Had Commercials in the Super Bowl?
Multi-million dollar price tags didn’t stop six automakers and two online car sellers from shelling out cash. Here is every Super Bowl car commercial from Super Bowl 56.
BMW
The German luxury brand is so serious about it’s all-new iX electric SUV that not only did they pay at least $13 million for their 60 second commercial, they hired Arnold Schwarzenegger and Salma Hayek to do it. The pair play Greek gods wandering through a lavish California lifestyle where electricity seems to be everything.
General Motors (Chevrolet and GM)
What do you do when you’ve committed to spending $35 billion on electric vehicle development? You spend $32 million more to advertise them at the Super Bowl! General Motors ran two different commercials, one minute-long ad solely for the 2024 Chevrolet Silverado EV, and another Austin Powers rendition touting the Ultium electric platform that powers their electric future. They went all-out for this one, showing off the Silverado EV, Hummer EV, Cadillac Lyriq, Cadillac concept all in a 1:30 commercial. Oh yeah, it looks like GM snuck in a first peek at a new GMC Hummer SUV tucked behind the Hummer truck.
The Sopranos Reimagined
Austin Powers Goes Electric
Kia
Kia not only showed off the new and highly-acclaimed EV6 electric crossover, they also introduced viewers to the idea of bidirectional charging. In Kia’s one-minute Super Bowl commercial that set them back at least $13 million, a robo dog chases down the EV6, but the battery runs out right at the last moment. Here to save the day is the driver of the EV6, who charges up the robo dog using the EV6’s bidirectional charging capability.
Nissan
In a full-minute spot, Nissan highlighted the performance and styling of the revived Nissan Z. Nissan’s commercial stars Eugene Levy, Catherine O’Hara, Danai Gurira, Dave Bautista and Nissan Brand Ambassador Brie Larson. The 2023 Nissan Ariya sneaks in for a glimpse or two for a healthy dose of electric vehicles. For a commercial like this, Nissan would have paid at least $13 million. That’s not including paychecks for all of those actors.
Polestar
No voice overs, no punchlines, no Dieselgate, no conquering Mars. That’s how Polestar pitched the all-electric Polestar 2. There was no disguising the punches thrown at Tesla, Volkswagen Group, GM and just about everyone else in the industry. They sure did cram a lot of controversy into thirty seconds. At least their production costs must be low for this one, considering that NBC charged them at least $6.5 million for the spot.
Toyota
The only combustion-only automaker Super Bowl ad in 2022 was from Toyota. The minute-long commercial was a wholehearted promotion for the newly redesigned 2022 Toyota Tundra. It’s a play on ‘keeping up with the Jones’’, and stars Tommy Lee Jones, Leslie Jones, Rashida Jones and a few seconds of Joe Jonas for an odd twist.
Toyota, long a top sponsor of the Paralympics, also had a 1:30 commercial about the perseverance of brothers who never gave up.
For Toyota’s two and a half minutes of air time, they likely wrote NBC a check for around $32.5 million, unless they were cut a deal for the good cause they promoted in the longer one.
Vroom and Carvana
The two online car buying giants made their pitch to football fans for two different reasons. Vroom, in a 30 second clip, did their best to appeal to those selling their cars in a musical-themed ad. Vroom must be in serious need of some inventory if they spent $6.5 million to attract sellers rather than buyers.
Carvana spoke to the masses through the voice of… an annoying mom? The 30 second slot featured a mom oversharing her joyous experience buying from Carvana. The final moments featured what appeared to be a 2022 MINI Cooper SE. Was MINI in on this? It’s not certain, but perhaps they helped to pay for this primetime spot.
Did Super Bowl Car Ads Get Your Attention?
In total, automakers spent at least $110 million on commercials in Super Bowl 56. Throw in production costs and pricey actor paychecks, and the total goes even higher. It’s clear that the game is still relevant to automotive brands. Will it do them any good? Tesla’s formidable rise has been accomplished with almost zero dollars spent on advertising. Considering that almost all of the car commercials in Super Bowl 56 were EV-related, it will be fascinating to see if car buyers take to the latest advertising push from legacy automakers like GM, BMW and Kia.
Which Super Bowl car commercial was your favorite? Were there any new cars you were surprised to see absent from Super Bowl 56 commercial breaks? Let us know in the comments. Share your thoughts with fellow automotive enthusiasts and car buyers at caredge.kinsta.cloud/community.
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5 Cars to Buy in 2022
CarEdge recently shared 5 vehicles to avoid in 2022. What about the best deals on the market today? These five vehicles have high resale values, excellent reliability, and reasonable prices. If you’re looking to make a purchase you won’t regret, these 5 models are safe bets. Here are the best cars to buy in 2022.
Subaru Forester
Why are there so many Subarus on the road these days? Drivers love their all-wheel drive crossovers, and Subaru represents the best of the best. Subarus consistently retain unusually high resale values, and that helps to soften the impact of today’s higher prices. The Subaru Forester is known for solid reliability (especially in older models) and class-leading safety ratings. Today’s Subarus also get decent fuel economy, especially on the highway. All-wheel drive and a comfortable, spacious interior make the Subaru Forester the ultimate all-weather roadtripper. The challenge will be finding one. Subaru has been hit hard by the chip shortage, but things may improve later this year.
Mazda CX-30
Reviewers and owners love the agile handling, generous interior of the Mazda CX-30. New for 2022, the CX-30 now comes with standard all-wheel drive and a more plush interior. In today’s market, the CX-30 represents the best value within the Mazda line. The Mazda CX-30 is ‘only’ up 23%, much less than the overall Mazda brand, which is up 35% year-over-year. Cost of ownership is relatively low for the CX-30, and a great factory warranty offers peace of mind. This is the Mazda to buy in 2022.
Hyundai IONIQ 5
This retro-inspired family-sized electric crossover is sure to stand out on the road. Over the past few decades, Hyundai has completely transformed its reputation in North America. Now, Hyundai’s push to electrification sees the brand strengthening its image as a tech-savvy and reliable automaker. The IONIQ 5 is the fastest charging electric vehicle you can buy for under $50,000. Two years of FREE charging at Electrify America can save frequent travelers thousands of dollars. The $7,500 federal tax credit for electric vehicles is icing on the cake. We recently covered the IONIQ 5 in-depth at CarEdge, check out our first look here.
Toyota RAV4 Prime
You’re probably not shocked to see Toyota on the list of the 5 best cars to buy in 2022. Over the past year, the Toyota RAV4 Prime has not appreciated to the extent that many of its competitors have. The RAV4 Prime combines Toyota’s superior build quality with an innovative powertrain meant to bridge the gap between combustion and EVs. Expected resale value is 67% after five years, which is incredible.
The 2022 RAV4 Prime features a spacious interior and a surprising amount of power with a 0-60 time of 5.7 seconds. If you’re thinking about going electric but can’t quite overcome range anxiety, this is the vehicle for you. There’s a hybrid engine (gas-powered) under the hood, an electric motor up at the front, and another electric motor powering the rear axle. These three power plants combine forces to provide standard all-wheel drive, the option of all-electric driving, and range-boosting hybrid mode when going the distance. You can plug in, but you don’t have to. The RAV4 Prime is a future-proof Toyota at under $50,000!
Toyota Tacoma
Low cost of ownership, plenty of utility and the highest resale value on the market earns the Toyota Tacoma top honors. After five years of ownership, you can expect to retain 79% of the original value with the Tacoma. That is remarkable! The 2023 Tacoma refresh brings a new engine and muscular looks to the popular truck. The Tacoma is a safe bet in the crazy auto market in 2022. Your best chance to get one is to put your name on a dealer allocation. The Tacoma doesn’t sit on the lot for very long with value like this.
Bonus – Another Toyota!
The Toyota Highlander is a family-sized SUV with great resale value. Toyota as a brand is up 40% on the used car market, but the spacious and reliable Highlander is ‘only’ up 33%. Not bad considering today’s circumstances. J.D. Power gives the Toyota Highlander top scores for reliability.
CarEdge Is Here to Empower the Consumer
Did we miss anything? What would your list look like? Let us know if you agree with our CarEdge top picks. If you think we missed the mark, we’d love to hear your top cars to buy in 2022.
Don’t forget to check out the CarEdge list of 5 vehicles to avoid in 2022. Our picks came as a shock to some, but we shared exactly why you should steer clear of these models for now.
It’s a strange time to be in the market for a vehicle. Don’t go it alone! At caredge.kinsta.cloud, we strive to empower the consumer with car buying know-how that makes finding your next vehicle less of a pain. CarEdge Car Search provides unique auto industry insights that other car listings don’t show you. CarEdge TotalPrice™ shows you the out-the-door price so that you know what to expect before you walk into the dealership.
