BMW Skips Super Bowl 59 [Video]

For decades, Super Bowl commercials have been a battleground for brands vying for attention, with automakers often leading the charge. But this year, BMW is stepping back. The German automaker has confirmed that it will not run an ad during Super Bowl 59, joining other major car brands like General Motors, Toyota, Kia, Hyundai, Mercedes-Benz, and Volkswagen in sitting out the Big Game.

The decision isn’t entirely unexpected, as BMW’s focus this year is on the upcoming Neue Klasse family of vehicles. Super Bowl ads typically spotlight key products that automakers are looking to promote—like last year’s i5 electric sedan. With no major product launches in the first half of 2025, BMW is concentrating its marketing efforts on the latter part of the year, when the BMW iX3is set to debut. Given the historical success of Super Bowl ads, it’s reasonable to expect that BMW will return to the Big Game stage in the future—likely …