The Super Bowl continues to draw ad dollars from many automakers, but not Tesla. Yet in its quarterly earnings report, the automaker mentioned a “Super Bowl Effect” that saw United States orders spike the day after the game.
U.S. gross orders on that day—February 13—were higher than at any point in 2022 to date, according to Tesla.
The report doesn’t speculate on what caused that spike in orders, but it’s worth noting that this year’s Super Bowl had more EV ads than ever before—just not from Tesla. General Motors, BMW, Kia, and Nissan all had ads, as did charging-equipment company Wallbox. Polestar debuted its first Super Bowl ad.
So perhaps the number of ads stirred general interest in EVs, leading some consumers to the company most associated with them. That’s unfortunate for the automakers that shelled out millions for Super Bowl ads, but it may at least point to