Will Massive Electric Vehicle Ad Spend from GM, BMW, Kia, Nissan Lead to a “Super Bowl Effect” for Tesla?
The Super Bowl continues to attract advertising dollars from many automakers, but not Tesla. However, in its quarterly earnings report, the automaker mentioned the “Super Bowl Effect” that caused US orders to spike the day after the game.
Total US orders on that date – February 13 – are higher than at any point in 2022 so far, according to Tesla.
The report doesn’t speculate on what caused that increase in orders, but it’s worth noting that this year’s Super Bowl has more EV ads than ever—Only from Tesla. General Motors, BMW, Kia and Nissan all have ads, as does charging device company Wallbox. Polestar launches its first Super Bowl commercial.
So perhaps the number of ads has stirred general interest in electric vehicles, driving some consumers to the company most associated with them. That’s unfortunate for the automakers that have spent millions on Super Bowl ads, but it could at least get more people interested in electric cars.
2022 Tesla Model 3
Tesla didn’t produce traditional ads — though that didn’t stop fans from making them. While the Porsche Taycan inspires a Unofficial Super Bowl commercial on its own, no automaker could match the attention Tesla would have won without traditional advertising. In addition to fans spreading the gospel, Tesla also benefits from celebrity CEO Elon Musk and a carefully curated image of a Silicon Valley tech celebrity. But traditional automakers are finally catching up.
Five years ago, automakers offered a wide range of “compliant” electric vehicles, but they rarely advertised outside of their target rental area.
If Tesla gets caught up in the Big Game EV interest, so be it. How do you see more and more Americans getting to know electric cars and Tesla? Let us know in your comments section below.
