For the first time in over two decades, Super Bowl 58 will come and go without advertisements from America’s largest automakers. Ford, General Motors, and Stellantis, the parent company of Chrysler, are all sitting out the 2024 Super Bowl ad frenzy. Traditionally, the Detroit Three dominated Super Bowl car commercials. Not anymore. But which automakers ARE advertising in the 2024 Super Bowl? We’ve got the complete list below.

By the way, if you’re wondering how much Super Bowl commercials cost this year, the latest word on the street is somewhere north of $7 million per 30-second spot. 

Toyota

Toyota is all-in on the Super Bowl this year with a series of ads starring former NFL quarterback Eli Manning, YouTuber Pushing Pistons, and other big names. These ads will showcase various Toyota models, including the Supra and the all-new Land Cruiser SUV. From the teasers we have, it’s interesting to see Toyota advertising niche models rather than going for mass appeal.

Here’s another Toyota Super Bowl commercial:

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Volkswagen

Volkswagen is returning to Super Bowl advertising for the first time since 2014, with a focus on its electric vehicle lineup. The ad for the all-new ID Buzz all-electric van aims to highlight Volkswagen’s evolution from its iconic Beetle to today’s electric offerings. Volkswagen’s EVs have been no exception to the current ‘EV winter’, as the ongoing sales slump has been called.

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BMW

BMW’s advertisement highlight its new hybrid and electric models, and features actor Christopher Walken.

See this month’s best BMW deals.

Kia

Kia, on the other hand, is set to advertise its all-electric EV9 SUV. In January, the EV9 outsold the EV6 just one month after hitting the market. Finally, a somewhat affordable 3-row EV is here.

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The End of Super Bowl Car Commercials?

Could 2024 be the last time we see a meaningful number of automotive Super Bowl ads? With the price tag for a half-minute spot climbing ever higher, it’s no surprise that OEMs are turning down the opportunity in times of strong headwinds. With struggling transitions to EVs everywhere you look, automakers are likely to have plenty of reasons to spend less in the years ahead. 

What we could see next year is newcomers to Super Bowl commercials. It wouldn’t surprise us if the likes of Rivian, Lucid, and even Tesla fork over $10 million for a 30-second spot in 2025. Is it a wise use of millions of dollars? That’s up for you to decide.

What do you think? Let us know in the comments below. 

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