All signs point to Audi’s electrified future as the crux of the company’s Super Bowl LIII ad

For the 10th time in the history of Super Bowl commercials, Audi is joining in on the fun with a 60-second commercial that will air during the second quarter of Super Bowl LIII. The game, which is scheduled for February 3, 2019, is typically defined for the commercials that run during the game as much as the game itself. This year, Audi’s message revolves around electrification, specifically the arrivals of a number of electrified e-Tron models, including the e-Tron SUV and the e-Tron Sportback. A handful of Audi’s electric concepts — the e-Tron GT Concept and the Elaine Concept — are also expected to feature in the 60-second spot.

2019 Audi E-tron Quattro
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For the 10th time in the history of Super Bowl commercials, Audi is joining in on the fun with a 60-second commercial that will air during the second quarter of Super Bowl LIII. The game, which is scheduled for February 3, 2019, is typically defined for the commercials that run during the game as much as the game itself. This year, Audi’s message revolves around electrification, specifically the arrivals of a number of electrified e-Tron models, including the e-Tron SUV and the e-Tron Sportback.

A handful of Audi’s electric concepts — the e-Tron GT Concept and the Elaine Concept — will also be featured in the 60-second spot.

While we still don’t know the contents of Audi’s 60-second commercial for Super Bowl LIII, the German automaker’s involvement doesn’t come as a surprise to a lot of people. Audi has been one of the most prominent automakers as far as rolling out commercials for the Super Bowl, even in times when automotive advertisers shied away from all the spending involved in having these ads run on air. Last year was a good example of that as there was a dearth of automotive advertisers participating in the event.

2019 Audi E-tron Quattro
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This year is shaping up to be a renaissance of sorts for automotive advertisers in the Super Bowl. We know Audi’s going to be there with a commercial that will feature the e-Tron SUV and the company’s own “electric future.” We also know that Audi isn’t going to be the only car brand with an ad for Super Bowl LIII. Hyundai, Kia, and Toyota will also produce their own commercials, and Mercedes-Benz, which took a year off last year, is back in the commercial lineup this year. Other major brands like Ford, Jaguar, Land Rover, and Nissan won’t be there, but other brands, including Honda, BMW, and General Motors, have been tight-lipped with regards to their own plans for the Big Game.

As for Audi, the German automaker is playing it right in shining the spotlight on the e-Tron SUV. The electric SUV is already available for reservation, and it’s scheduled to go on sale sometime in the spring. In many ways, a commercial at Super Bowl LIII comes at a perfect time to promote and raise awareness for the SUV’s upcoming launch, which will happen a few months after the game.

Audi has a lot riding on the success of its e-Tron lineup, specifically the SUV, which is the first mainstream model that the German automaker is launching as part of its goal of turning 30 percent of its sales into electric vehicles by 2025.

It’s one of the most ambitious goals of any mainstream automaker, and Audi’s going all-in on it with plans to introduce as many as three battery-electric vehicles in the coming three years. The e-Tron SUV will be the first to roll out off the line, and it will be followed by the e-Tron Sportback in 2020 and the e-Tron GT sometime in 2021 or 2022.

The Audi E-Tron GT Concept Previews an Electrically Powerful Future Exterior
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Make no mistake, though. Audi’s return to the world of Super Bowl commercials isn’t just about promoting the e-Tron SUV and its electric future. It’s also about re-engaging American consumers after the company posted declining sales in the U.S. for the first time in almost a decade. Sure, Audi is still regarded as one of the most popular luxury brands in the U.S. market.

But even that distinction couldn’t stop the company from posting a sales dip of 1.7 percent in the U.S. in 2018.

There’s no bigger audience to spread your new message than the Super Bowl. "It’s still America’s biggest stage for entertainment," Loren Angelo, vice president of marketing for Audi of America, told Forbes. "It’s the single point in time that America is looking at multiple screens; it’s not just one anymore. We can grab attention with the Audi story and the creative storytelling that we always bring to the Super Bowl." That’s why Audi’s returning to the Super Bowl. It wants American consumers to get engaged with its plans for electrification in the coming years.

As far as the ad itself goes, the only thing we know is that the e-Tron SUV will play a starring role in it. Other Audi e-Tron concepts like the GT Concept and the Elaine Concept could also make appearances. Audi’s Super Bowl commercial is scheduled to air during the second quarter of Super Bowl LIII.

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Further reading

2019 Audi E-tron Quattro
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Read our full review on the 2019 Audi E-tron Quattro.

The Audi E-Tron GT Is a Firm Model S Competitor; Can Deliver Repeat Acceleration Exterior
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Read our full review on the 2018 Audi e-Tron GT Concept.

2017 Audi e-tron Sportback Concept Exterior Computer Renderings and Photoshop
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Read our full review on the 2017 Audi e-tron Sportback Concept.

The Elaine Concept Puts Audi's Autonomous Ambitions On Display High Resolution Exterior
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Read our full review on the 2017 Audi Elaine.

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