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FCA #6 in ads

by David Zatz on

FCA was the world’s seventh largest automaker, selling 4.7 million cars last year, but it was #6 in ad spending. FCA spent $3.9 billion on advertising, worldwide.

Toyota, the world’s #1 with over ten million sales, was the fifth largest automaker-spender, according to Advertising Age, laying out $4.1 billion to spread the word.  The biggest auto-spender of all was VAG, the combination of Volkswagen, Audi, and other brands, laying out $6.6 billion.

GM, the former “world’s largest” and the current #2 in both sales and ad spending, spent $5.1 billion, far less than #3 Volkswagen. In doing so, they barely edged out Mercedes maker Daimler AG, when spent $5 billion (Daimler is the 14th largest automaker, selling 1.8 million cars last year — behind China’s SAIC, Germany’s BMW, and France’s PSA and Renault.)

ram year of the farmer

The next company was Ford, spending $4.3 billion (Ford is the fifth largest automaker in the world, having been surpassed by Volkswagen and Hyundai; Hyundai, incidentally, did not make the “top advertisers” list.)

If you think you’ve been seeing a lot of car ads, you’re right; companies in automotive out-spent all other sectors.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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