NEW YORK -- The Volkswagen brand, which made a huge splash with its “The Force” Super Bowl spot in 2011, will be sitting out the big game this year, the company confirmed.
“Volkswagen is a great fan of the Super Bowl, and it has been a strong platform for our brand and our campaigns,” a spokeswoman said in an email. “However, for 2015 we have opted not to participate due to other priorities and initiatives.”
“We will consider rejoining when it is right for our brand,” she added.
Volkswagen is the latest automaker to say it will not advertise during the Super Bowl.
Jaguar and Lincoln, both of which advertised in the 2014 game, also will stay on the sidelines. And NBC said last week that, so far, automakers have purchased about half the number of spots they did in 2012, when the network last aired the Super Bowl.
VW had been a regular Super Bowl advertiser since 2010.