US Super Bowl sees new auto entrants amid lackluster year image

In 2014 no less than eleven auto brands ran commercials during the coveted and high-coverage Super Bowl match. So far 2015 seems to be down to just six – though some entrants have returned after years-long hiatus.

After sitting on the bench and talking to the water boy for several years, BMW and Lexus are scheduled to make a comeback this year on February 1 when the Super Bowl match will be aired by NBC. The slower auto demand seems to be the lack of early model launches this year – with the six attendees confirmed so far being BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota. Two notable exceptions seem to be Acura – which showed off its latest installment of the NSX supercar during the North American International Auto Show and Ford – which has many picks to advertise – from the new Mustang to the F-150 and its sporty Raptor iteration or the recently introduced GT supercar.

Meanwhile, BMW – the world’s largest luxury automaker and the best-selling premium brand in the United States – is going to promote its i3 electric in a 60-second spot during the game’s first quarter. Lexus, the luxury division of the world’s largest carmaker – Japan’s Toyota – is going to play its recent strength in a fast-rising segment, namely the recently launched NX compact crossover. The German brand, coming off a very strong 2014 year with record sales is aiming to showcase its eco-minded strategy that involves heavy investments into electric cars – the “i” lineup has eaten many billions of dollars so far. On the other hand, Lexus, which also had a great sales year – even without pushing into “affordable” territory as Mercedes-Benz and Audi did – aims to keep the momentum going, especially since it has a fresh entry into the hot luxury crossover segment.

Via Automotive News Europe