The Super Bowl continues to attract ad dollars for many automakers, but not Tesla. In its quarterly earnings report, however, the automaker cited a “Super Bowl effect” that caused U.S. orders to soar the day after the game.
Total U.S. orders on that day (February 13) were higher than at any time in 2022 so far, according to Tesla.
The report doesn’t speculate on what’s causing the surge in orders, but it’s worth noting that there are more Super Bowl EV ads this year than ever before — just not from Tesla. General Motors, BMW, Kia and Nissan all have ads, as does Wallbox, a charging equipment company. Polestar debuts Super Bowl ad.
So perhaps the number of ads has sparked general interest in electric vehicles, leading some consumers to the companies most relevant to them. That’s unfortunate for automakers that spend millions on Super Bowl ads, but it may at least signal greater interest in electric vehicles.
2022 Tesla Model 3
Tesla doesn’t make traditional ads — though that hasn’t stopped fans from making them. While the Porsche Taycan inspired its own unofficial Super Bowl ad, no automaker can match the attention Tesla gets without traditional advertising. In addition to fan evangelism, Tesla has benefited from a high-profile CEO Elon Musk and a carefully cultivated Silicon Valley tech brilliance. But legacy automakers are finally trying to catch up.
Five years ago, automakers offered a wide range of “compliant” electric vehicles, but they rarely advertised it outside of targeted rental areas.
If Tesla is attracted by Big Game EV interest, so be it. How do you think the wider American population is becoming aware of electric cars and Tesla? Let us know in the comments below.