AUTOMOTIVE ADVERTISING & MARKETING

Super Bowl Commercials

Spoiler Alert: Super Bowl Commercials Before the Game

JKRAdvertising / Automotive Advertising, Automotive Marketing, TV Advertising /

January 29, 2015

Back in early December, our blog talked about how many auto manufacturers are refraining from producing Super Bowl commercials. Since then, this has pretty much remained the same, as the price of $4.5 million for a 60-second spot is simply too steep for a number of auto manufacturers – even during the most-watched television event of the year.

Today, we give you a little sneak preview of what you will see from most of the automakers who have decided to bite the bullet and pay for their 60 seconds of worldwide attention. Barring any last-minute surprises, we will see advertisements from six manufacturers, BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota. Some are funny and entertaining, but a good number of this year’s spots seem to want to tug on people’s heartstrings.

Super Bowl Commercials: Who’s In?

With the Seahawks-Patriots showdown just three days away, several manufacturers have released their Super Bowl commercials online prior to their airing during the “Big Game.” The folks at Automotive News have a section dedicated to these ads, which can be found here. It does a nice job of including all available spots, including the teasers leading up to them – and even has an inventory list of when each spot was released.

So if you decide you can’t wait until the Super Bowl to see what your favorite auto manufacturer has up their sleeves, take a look and satisfy your Super Bowl commercial curiosity early.

What About Your Commercial?

JKR Automotive Advertising is an auto dealer’s source for their own commercials – and everything that goes into it, including conceptualizing, production/post-production and media buying. While we may not produce a Super Bowl commercial, everything we do is, in fact, super; just ask our clients, who routinely outperform other dealerships in their markets. Call Eric Tigner today at (321) 397-0777 to find out just how easy it is.

JKR Automotive Advertising: We Move Cars.

Press Categories

Recent Posts

Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

Read more