General Motors Will Be Back in the Game for 2014 Super Bowl


  • 2014 Chevrolet Corvette Stingray Picture

    2014 Chevrolet Corvette Stingray Picture

    Will the 2014 Chevrolet Corvette Stingray be highlighted in GM's 2014 Super Bowl advertising push? | August 26, 2013

Just the Facts:
  • General Motors will advertise in the 2014 Super Bowl after sitting out the game this year, the automaker announced on Friday.
  • "The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans," said Tim Mahoney, Chevrolet global chief marketing officer.
  • It is not clear whether GM will spotlight the 2014 Chevrolet Corvette, the redesigned 2014 Chevrolet Silverado or some other product in the upcoming game.

DETROIT — General Motors will advertise in the 2014 Super Bowl after sitting out the game this year, the automaker announced on Friday. The automaker will highlight Chevrolet in its Super Bowl advertising.

"The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans," said Tim Mahoney, Chevrolet global chief marketing officer. "The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks."

Between mid-2013 and the end of 2014, Chevrolet will launch 12 new cars and trucks in the U.S.

It is not clear whether GM will spotlight the 2014 Chevrolet Corvette, the redesigned 2014 Chevrolet Silverado or some other product in the upcoming game.

GM bowed out of the 2013 Super Bowl, citing a significant increase in advertising prices. Ads for the championship game cost about $3.8 million for a 30-second spot.

But the massive viewership of the game is something that GM cannot afford to ignore.

According to Nielsen, the telecast of Super Bowl XLVII on CBS drew an average audience of 108.7 million viewers. The game, in which the Baltimore Ravens defeated the San Francisco 49ers 34-31, was viewed in 53 million homes.

The 2013 game was crowded with automakers' commercials. Brands included Audi, Hyundai, Kia, Jeep, Mercedes-Benz, Ram, Toyota, Volkswagen and Lincoln.

Mahoney joined GM on April 1. He had been Volkswagen's chief product and marketing officer since 2011 and responsible for the German automaker's successful Super Bowl advertising, including the Darth Vader commercial for the Volkswagen Passat in 2011. The Darth Vader ad has garnered more than 58 million YouTube views.

GM is the first domestic automaker to announce its 2014 Super Bowl plans. Chrysler has been a key Super Bowl player recently, with such noteworthy commercials as its Imported from Detroit advertisement featuring the rapper Eminem.

Edmunds says: GM comes off the bench for the 2014 Super Bowl and undoubtedly will have something memorable up its sleeve.

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