Stellantis embraces Super Bowl ad to reinforce U.S. market presence

In the weeks leading up to Super Bowl 59, Stellantis became the only automaker to advertise during the event, marking a significant moment for the company as it sought to reaffirm its commitment to the U.S. market. The decision was prompted by Stellantis Chief Marketing Officer Olivier Francois, who received directives from Chairman John Elkann after the sudden exit of CEO Carlos Tavares in December 2024. Despite many competitors opting out of the advertising extravaganza due to industry uncertainties and cost-cutting measures, Stellantis's participation was framed as a comeback story, aiming to showcase both traditional and electric vehicles, including models like the Jeep Wrangler and Ram Trucks. Francois reflected on the change in market dynamics, noting that previous years' focus on all-electric vehicles that were not ready for sale contributed to the hesitation among competitors to advertise. Instead, he believed that Stellantis's time to return to the Super Bowl was fortuitous, allowing the script for their commercials to be revised to reflect current consumer sentiment and market conditions. This comeback strategy was reminiscent of successful past campaigns, such as the viral 2011 Super Bowl ad featuring rapper Eminem, which tied the company's resurgence to the city of Detroit. The content of Stellantis's advertisements blended a traditional automotive appeal with modern messaging about electric options. The Ram Trucks commercial focused on self-discovery and freedom while emphasizing a personal narrative, reflecting an understanding of the audience's desire for relatable stories. Meanwhile, Francois was guided by Elkann's vision to reinvigorate the company's brand recognition and market positioning during a time of transition. Francois concluded the discussion by stressing that marketing should be viewed as an investment rather than a cost, a philosophy that aligns with the company's objective to regain market share and strengthen consumer trust following years of lackluster sales and cost-cutting efforts. This approach also positions Stellantis to adapt and thrive in a changing automotive landscape, as evident in their strategic participation during the major advertising event.