Stellantis will not advertise in 2024 Super Bowl

WASHINGTON: Chrysler-parent Stellantis said on Friday it will not advertise in next month's NFL Super Bowl, citing the challenging US automotive market.

In November, General Motors said it would not advertise during the heavily watched National Football League championship game as it cuts marketing costs. Stellantis said earlier this week it had opted not to take part in upcoming auto shows in Chicago and Washington.

"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," a Stellantis spokesperson said.

Earlier last week, Stellantis said US sales fell 1% last year to 1.53 million vehicles.

The parent company of Jeep, Chrysler and Ram has often used the Super Bowl for major advertising including spots featuring Clint Eastwood, Eminem, Bruce Springsteen and Bill Murray. A 30-second ad in the 2023 Super Bowl went for about US$7 million (RM33mil).

In November, Stellantis offered 6,400 US salaried employees voluntary buyouts as it works to cut costs amid the transition to electric vehicles, and agreeing to a new United Auto Workers (UAW) contract.

Workers who elected buyouts had to depart by the end of 2023. The company declined to say how many had left.

In April, Stellantis said it was offering voluntary exit packages to 33,500 US employees. That offer covered 31,000 US hourly workers and about 2,500 salaried workers. It also offered some employees in Canada voluntary buyouts.

Under the UAW contract, the company agreed to offer US$50,000 (RM233,000) buyouts for veteran production and skilled trade members. It will also offer buyouts in 2024 and 2026.

Stellantis said on Oct. 31 it would seek to offset a significant financial hit from strikes in North America that led to big pay increases and added it was looking at cost cuts.
Autos Stellantis