Automaker Stellantis is foregoing advertising for the Super Bowl this year, the company confirmed Friday.
“As we remain focused on preserving business fundamentals to mitigate the impact of a challenging U.S. automotive market, we are assessing our business needs and will make appropriate decisions to protect our North American operations and the company,” a spokesperson said from Stellantis to The Hill in a statement.
“Given this assessment, we will not be participating in the Big Game this year,” they added.
The Jeep maker is the second company to make this decision. According to Portal, General Motors (GM) said in November that there would be no more advertising during the big game.
The outlet also reported that Stellantis — the parent company of Jeep, Chrysler and Ram — is known to use the Super Bowl for big advertising, as in 2023 a 30-second commercial during the game cost nearly $7 million.
Their decision came after both GM and Stellantis were targets of the recent United Auto Workers (UAW) strike that lasted six weeks. Both companies ratified their autoworker contracts in mid-November, approving a 25 percent wage increase and cost-of-living adjustments.
GM estimated last year that the UAW strike cost the company $1.1 billion, mostly due to lost production.
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