Sign In or Create an Account.

By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy

Electric Vehicles

Why EV Makers Had So Little to Say at the Super Bowl

Only Kia had a point to make about electric cars.

Super Bowl ads.
Heatmap Illustration/Screenshot/YouTube, Getty Images

As a young figure skater twirls around the ice rink, we see the seat next to her father is conspicuously empty. She notices, too. But not to worry: After the performance, dad and daughter drive their Kia EV9 up to her grandparents’ house in the mountains. Dad strings Edison bulbs around the adjacent frozen pond and brings out a speaker, both powered by the battery in his electric car, so the girl can recreate her performance for an adoring grandfather who watches from the window.

Besides being a tearjerker, Kia’s Super Bowl commercial this year introduced millions of Americans to one of my favorite electric vehicle features — tapping the battery for activities other than driving, such as leaving on climate control for your dog, providing backup electricity to one’s home, or running accessories from lights to power tools. However, while Sunday’s game did feature EV ads from Kia, BMW, and Volkswagen, the broadcast felt like the end of a mini-era, a time when automakers used the Super Bowl to sell Joe American on the idea that EVs are shiny and cool.

The age of EV Super Bowl ads started with Audi’s in 2019 and accelerated during the next year’s big game, when GM used LeBron James to hype the all-electric return of the Hummer. That year, 2020, marked the first time ads for EVs outnumbered those for gas cars. Super Bowl hype for EVs peaked in 2022, when seven electric vehicle ads aired compared to just two for old-school combustion. General Motors concocted an evil plan to trot out the cast of the Austin Powers movies for an EV commercial. Even now-struggling Polestar bought an ad.

Although EVs cooled as an advertising trend last year, the Super Bowl still saw a high-profile commercial with Will Ferrell that jammed GM’s electric vehicles into Netflix shows like “Bridgerton” and “Squid Game.” But the message had flipped on its head. No more, You want an electric car because they’re powerful and sexy. Instead, the ad implied: We’re putting EVs everywhere because they are ordinary — and inevitable.

By this past Sunday, the idea of selling EVs to Americans as the next big thing in tech had, with the exception of Kia’s spot, withered. BMW’s Christopher Walken commercial was, like too many during the game, an extended celebrity cameo that had little to do with the product at hand (the electric BMW i5, in case you forgot. I had to look it up.) VW’s pitch for the ID.Buzz, its electric revival of the Volkswagen bus, was soaked in nostalgia instead of flashy promises of 21st century features. GM and Ford, in the midst of sales slumps and strategy regroups over how to sell electric cars, skipped the Super Bowl this year.

The slowdown of Super Bowl EV hype sure feels like an extension of the implied malaise around the electric sector in 2024. As Heatmap has noted, EV sales are not, in fact, in the kind of freefall some headlines would suggest. Even so, a variety of struggles such as lagging charging infrastructure and uncertain tax credits as an election year looms have the automakers on edge.

The mega-platform of the Super Bowl has provided the simplest way to see what the car companies want to say about themselves and their electric futures. Until this weekend, the game had been GM’s biggest platform for proclaiming its intention to make an aggressive push in electrification. Its conspicuous absence from the Chiefs’ victory over the 49ers mirrors its real-world reversal; the Detroit behemoth is bringing back the plug-in hybrid as it cools on full EVs. Because Detroit wasn’t quite sure what to say about this moment in the EV transition, it said nothing.

And so, as we enter a gap year of electric uncertainty, a lingering question is, How will EVs be marketed now? The first wave of EV hype from the legacy car companies sought to duplicate the success of Tesla. Car ads positioned the new electric offerings not as mobility for the eco-minded, like the original Nissan Leaf, but as desirable quasi-luxury vehicles with big touchscreens and lots of LEDs — a must-have gadget on wheels.

If the Super Bowl is any indication, that approach has fizzled. Premium electrics like the Lucid Air will be sold that way, yes. But when the next big phase of electrification takes off, it will likely be because of boring, affordable cars — entry-level EVs like what Ford and Tesla reportedly have in development, or a suite of similar crossovers that mirrors the gasoline vehicles Americans families buy in droves. (Kia is already doing this successfully. Perhaps that’s why they’re the ones pushing a family-focused version of the “EVs are cool” narrative.)

Maybe the next phase of EV won’t be about the technology of tomorrow. Instead, it will be about the best car you can afford today.

Yellow

You’re out of free articles.

Subscribe today to experience Heatmap’s expert analysis 
of climate change, clean energy, and sustainability.
To continue reading
Create a free account or sign in to unlock more free articles.
or
Please enter an email address
By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy
Politics

Trump’s Tiny Car Dream Has Big Problems

Adorable as they are, Japanese kei cars don’t really fit into American driving culture.

Donald Trump holding a tiny car.
Heatmap Illustration/Getty Images

It’s easy to feel jaded about America’s car culture when you travel abroad. Visit other countries and you’re likely to see a variety of cool, quirky, and affordable vehicles that aren’t sold in the United States, where bloated and expensive trucks and SUVs dominate.

Even President Trump is not immune from this feeling. He recently visited Japan and, like a study abroad student having a globalist epiphany, seems to have become obsessed with the country’s “kei” cars, the itty-bitty city autos that fill up the congested streets of Tokyo and other urban centers. Upon returning to America, Trump blasted out a social media message that led with, “I have just approved TINY CARS to be built in America,” and continued, “START BUILDING THEM NOW!!!”

Keep reading...Show less
AM Briefing

Nuclear Strategy

On MAHA vs. EPA, Congo’s cobalt curbs, and Chinese-French nuclear

Nuclear power.
Heatmap Illustration/Getty Images

Current conditions: In the Pacific Northwest, parts of the Olympics and Cascades are set for two feet of rain over the next two weeks • Australian firefighters are battling blazes in Victoria, New South Wales, and Tasmania • Temperatures plunged below freezing in New York City.


THE TOP FIVE

1. New defense spending bill makes nuclear power a ‘strategic technology’

The U.S. military is taking on a new role in the Trump administration’s investment strategy, with the Pentagon setting off a wave of quasi-nationalization deals that have seen the Department of Defense taking equity stakes in critical mineral projects. Now the military’s in-house lender, the Office of Strategic Capital, is making nuclear power a “strategic technology.” That’s according to the latest draft, published Sunday, of the National Defense Authorization Act making its way through Congress. The bill also gives the lender new authorities to charge and collect fees, hire specialized help, and insulate its loan agreements from legal challenges. The newly beefed up office could give the Trump administration a new tool for adding to its growing list of investments, as I previously wrote here.

Keep reading...Show less
Green
Bruce Westerman, the Capitol, a data center, and power lines.
Heatmap Illustration/Getty Images

After many months of will-they-won’t-they, it seems that the dream (or nightmare, to some) of getting a permitting reform bill through Congress is squarely back on the table.

“Permitting reform” has become a catch-all term for various ways of taking a machete to the thicket of bureaucracy bogging down infrastructure projects. Comprehensive permitting reform has been tried before but never quite succeeded. Now, a bipartisan group of lawmakers in the House are taking another stab at it with the SPEED Act, which passed the House Natural Resources Committee the week before Thanksgiving. The bill attempts to untangle just one portion of the permitting process — the National Environmental Policy Act, or NEPA.

Keep reading...Show less
Blue