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Stellantis has confirmed its withdrawal from Super Bowl advertising this year.

In a statement, a spokesman said, “With a continued focus on preserving business fundamentals to mitigate the impact of a challenging U.S. automotive market, we are evaluating our business needs and will take the appropriate decisions to protect our North America operations and the company. In light of this assessment, we will not be participating in the Big Game this year.”

This announcement positions Stellantis, the parent of Jeep, Chrysler, and Ram, alongside General Motors (GM), another automaker that opted out of Super Bocompanyciting similar reasons. Historically, Stellantis has been a prominent advertiser during the event, with a 30-second spot in 2023 costing nearly $7 million. However, the recent United Auto Workers (UAW) strike, which affected both GM and Stellantis, has led to a rethinking of priorities.

Following the six-week strike, both companies ratified new contracts with substantial worker benefits, including a 25% wage increase and cost-of-living adjustments.