🚀 Stellantis Goes Solo at Super Bowl 59

The Gist

Stellantis didn’t just show up to the Super Bowl—they owned it. With every other automaker sitting this one out, Stellantis used two high-profile ads to reintroduce itself to the American market. Jeep leaned into patriotism with Harrison Ford, throwing shade at the Ford Bronco, while Ram opted for humor with Glen Powell. The timing? No accident. Following a 15% sales drop in the U.S. and the abrupt exit of CEO Carlos Tavares, Stellantis needed a statement. This wasn’t just a marketing play—it was a fight to stay relevant in an industry shifting under their feet.

🔎 Sources:

• CNBC – How a CEO’s exit and a Jeep ‘comeback’ led to Stellantis being the only automaker to advertise during Super Bowl 59

• MoparInsider – Best January Sales Since 2018

• The Drive – Stellantis Says Eggshells Could Make Tires More Efficient, Better in the Rain

• Detroit Free Press – Stellantis Q4 and year-end U.S. sales both decline, as automaker loses market share

🛞 Stellantis: The Last Auto Giant Standing at the Super Bowl
While Ford, GM, and others watched from the sidelines, Stellantis doubled down on the big game, securing two prime-time spots. The move was fueled by a company-wide effort to remind America that Stellantis is still in the fight—especially after CEO Carlos Tavares' abrupt departure in December. Jeep’s ad featured Harrison Ford, subtly jabbing the Ford Bronco, while Ram opted for a lighthearted retelling of Goldilocks with actor Glen Powell.

Why did Stellantis break from the pack and go all in on Super Bowl ads?

Chairman John Elkann personally called Stellantis' marketing chief in December, demanding a comeback story. Given Stellantis’ struggles in the U.S. market, skipping the game was not an option.

🔑 Key Takeaways:

• Stellantis positioned its ads as a recommitment to the American market, following years of cost-cutting and declining sales.

• The Jeep ad, starring Harrison Ford, focused on freedom, heroes, and writing your own story—while subtly dunking on Ford.

• Ram's ad was a more traditional Super Bowl-style comedy featuring Twisters actor Glen Powell.

• Other automakers skipped the Super Bowl, likely due to disappointing EV ad returns in recent years.

What does it MEAN?

A bold move by Stellantis, but will it actually move metal? Dealers should watch customer reactions—do these ads bring buyers into showrooms or just boost brand nostalgia? Either way, Stellantis made a statement: they’re still here, and they want the U.S. market to know it.

📈 Stellantis Mexico Starts 2025 on a High Note
While Stellantis is struggling stateside, Mexico tells a different story. January 2025 saw the company’s best sales since 2018, with 7,062 units moved—a 2% increase year-over-year. Ram led the charge with 2,559 sales, its best-ever January.

💡 Notable Winners:

• Ram 700: 1,018 units (+72% YOY)

• Peugeot: Record-breaking 1,681 units (+33% YOY)

• Jeep: 1,426 units, driven by Compass, Renegade, and Wrangler

💭 Ok… So?
Stellantis is clearly still strong in some markets. If Mexico can pull off growth with a similar product mix, can U.S. dealers push for the same momentum?

🥚 Stellantis Wants You Driving on Eggshells (Literally)
In the “why didn’t we think of that?” department, Stellantis has patented a new way to make tires using eggshells. Yes, really. Extracting calcium oxide from discarded eggshells could improve fuel efficiency (+3%) and reduce rolling resistance (-20%), all while cutting down on harmful microplastics.

Is this just a weird PR stunt?

Not necessarily. Tires are a huge source of pollution, and replacing traditional fillers with bio-waste could be a game-changer.

🏭 Stellantis Q4 & 2024 U.S. Sales: It’s Not Pretty
Stellantis U.S. sales dropped 15% in 2024, with all major brands except low-volume Fiat taking a hit. Jeep fell 9%, Ram plunged 19%, and Dodge cratered 29%.

⏳ Can Stellantis Turn Things Around?

• Dealers blame corporate for short-term decision-making that hurt brand equity.

• Stellantis execs insist 2025 will be better, with new product launches and improved incentives.

• The automaker is still searching for a new CEO—something dealers will be watching very closely.

💡 In Closing
It has been a rough year, but Stellantis isn’t throwing in the towel. New Jeep, Ram, and Dodge models in 2025 could shift momentum. In the meantime, dealers should focus on moving current inventory with aggressive incentives.

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