buying Super Bowl Ads: Automakers in the Game (and on the Sidelines)
2020 Moto Ranch Invitational
Roland Sands throws a private moto event at Doffo Winery.Related: Roland Sands' Moto Beach Classic Is Back For 2019
As of the exact moment we're writing this,hasn't forced any Tampa Bay or Kansas City players out of Sunday's Super Bowl. That could change in an instant. >>>P.
of pandemic life have, however, impacted the Super Bowl's most reliable players: its advertisers."In a normal year, Super Bowl advertising resembles a multiple-car pileup," this week.
Fiat Chrysler alone aired five Super Bowl ads in 2018. In the past five years, Audi has aired four spots, Kia five, Hyundai six—not including two from Genesis. Fiat Chrysler aired nine to tout four of its nameplates, and Toyota aired eight, plus two more from Lexus.
Is this the breakthrough? New super battery for e-cars promises significantly shorter charging times and greater range
Larger ranges and significantly shorter charging times for e-cars? This should soon be possible with a newly developed battery technology from the German Fraunhofer Institute in cooperation with “The Netherlands Organization” (TNO), reports the magazine t3n . The new battery technology called "Spatial Atom Layer Deposition" (SALD) is expected to offer electric cars a range of well over 1,000 kilometers.
This year is going to look different. Audi, Kia, Hyundai, Genesis, and Porsche are all going to be on the sidelines. No Volkswagen (). No BMW or Mercedes-Benz or Lexus. By Ad Age's count, in 2018, 11 automotive brands advertised during the Super Bowl. This year that number is three or four, depending on how you want to count GM and Cadillac. They'll be joined Sunday by Jeep and Toyota. Volvo won't have an ad, but if there's a safety in the game.
It isn't just auto manufacturers wrestling with how to manage TV's biggest ad stage in the midst of a pandemic (and ad budgets when spots cost in the neighborhood of $5.5 million for 30 seconds of time). Even Budweiser, the king of Super Bowl advertising with 37 straight years in the game,>>>P. Budweiser's parent company, >>>P, is running its first ad, but that one is focused on togetherness.
Why Honda Civic, Subaru BRZ Are Keeping Manual Transmissions Alive
These new cars, plus the Mazda Miata and Ford Mustang, are some of the last hopes out there for stick-shift fans. Honda and Subaru both unveiled vehicles this week that offer manual transmissions: the 2022 Civic prototype and the 2022 BRZ.While sales numbers and availability of manual transmissions are shrinking, there remains an enthusiast market that is still hungry for three pedals. Young drivers are also still buying vehicles with manual transmissions.This week both the 11th-generation Honda Civic and 2022 Subaru BRZ were unveiled to the public.
Ford's 60-second spot,">>>P," is a call to stay focused—and together— as we continue to work to move past the coronavirus. Coming after a year when Ford launched three of the most important new models in its lineup, the ad eschews Ford vehicles or even a Ford logo, and the link at the end leads viewers to the philanthropic >>>P.
Toyota's 60-second spot,"Upstream," goes with the same flow, celebrating Toyota-sponsored athlete and Paralympian Jessica Long and hyping the"hope and strength in all of us."
GM is the lone product-focused holdout. Cadillac is returning to the Super Bowl for the first time since 2012, pushing its upcoming>>>P. The ad— —suggests inspiration from the 1990 Tim Burton film Edward Scissorhands>>>P. Consistent with a strategy that's promised a whole bunch of EVs in the coming years, GM's other ad takes aim at: Norway.
Coronavirus creates UPS, FedEx delivery van crunch as holiday shopping moves online
The companies need more vans. Like, now.Bloomberg reported Wednesday that both of the parcel delivery companies are facing a serious delivery van shortage. In other words, both need more vans as soon as possible and its partners have started to either lease vans, or purchase used ones. Brendan Keegan, CEO of Merchants Fleet which provides vehicles to delivery companies, told the publication that any and every van that is for sale isn't off limits. The company needs them now.
The Scandinavian country is the world leader in EV purchases per capita, and Will Ferrell—GM's trial-by-combat champion—won't stand for it. Ferrell lures Kenan Thompson and Awkwafina into battle riding a Cadillac Lyriq and the coming>>>P, the trio avoiding bloodshed thanks to being severely geographically challenged. Which is strange considering these EVs will come with the latest navigation systems splayed out on gigundous screens.
Because we live in a connected world and there's no reason miss a marketing opportunity, Audi Norway snagged Norwegian Game of Thrones actor Kristofer Hivju forresponding to GM. ( >>>P.) After turning to >>>P, Audi isn't planning an ad during this year's Super Bowl.
The automotive presence expands slightly if we broaden our definition a touch. Online car shopping serviceand floor mat maker are each doing 30-second spots.
in imagining what some shoppers feel like when buying a car at a dealer. The scenario might be far-fetched, but we're sure that for many people, the anxiety isn't. Still, it's another wild sign of our times when Vroom felt the need to include"Fictionalization. Do Not Attempt" in small print over a man tied to a chair.
2020 KTM 1290 Super Adventure R
A V-twin for the dirt.
WeatherTech is the only auto industry player to keep its Super Bowl run going, having aired at least one spot for the past five years.sticks to the template, selling the floor mats by way of selling the merits of the company and our country.
Finally, there's Jeep, its parent company now known as Stellantis, and the possibility they have secured an American icon for a spot scheduled for the second half. What to make of the rumors that Bruce Springsteen might finally be up for a little marketing of something other than a record or a show?
pieced together digital clues that Bruce Springsteen was in Nebraska for a shoot. The rumor is it's for Jeep—perhaps the new Grand Cherokee? Stellantis ad chief Oliver François loves making big plays. Last year it was actor Bill Murray >>>P. In 2011, it was rapper Eminem >>>P."
Has François secured an artist who's declined to use his music and his person in ads for more than 40 years? If so, that could be the play of the game, having turned a Hail Mary into a Hail Bruce.
Hertz Feeling the Pain as Rental Companies Look to Used Market for Cars .
Hertz Feeling the Pain as Rental Companies Look to Used Market for CarsIt's an unconventional step, one outside the usual business model. Typically, rental companies purchase huge numbers of cars new in major fleet deals made direct with automakers. These cars are then rented out to the public for a certain period before being shuffled off to auction. The model has quickly fallen apart, however, as automakers struggle to get cars out the door due to the ongoing semiconductor shortage.