Foreign automakers hold more aggressive marketing strategy in the U.S. market. In the struggle with their local competitors, they place commercials during the broadcast of the final match of the National Football League.
 

example, on 7 February, in the so-called Super Bowl Sunday (game for the championship the NFL), tens of millions of American football fans will see the commercials from at least four foreign automakers. Most automotive advertising during the broadcast of the match put the company Volkswagen, Hyundai Motor, Honda Motor, and Audi. For the first time to advertise on Super Bowl will deploy a relatively small player on the U.S. car market Kia Motors America.
 

Such advertising is very expensive, but at present, and Kia Motors can afford such a marketing move. According to research firm Autodata, a South Korean brand has made in the past year to increase its share in the U.S. market at 9.8%.
 

In 2009, Hyundai also benefited from the sudden withdrawal of a major U.S. automaker General Motors from the “Great Game” and bought two commercials on the Super Bowl. This helped the company to run its program of support for customers, guaranteeing them a return of purchased cars in the event of job loss in the year after its acquisition. During the upcoming Sepur Bowl Hyundai also accommodate 2 commercials.
 

In turn, the brand Volkswagen is back in the Super Bowl after 9-year break. Advertising VW will present 13 different models of the German company and will try to convince Americans that the line of its cars much more ubiquitous “Beetle”. Last year, the automaker spent on advertising in the United States is 4% more than in 2008, resulting in costs to promote increased to $ 200.5 million, and this will increase “significantly higher” amount. “Everyone knows about the Volkswagen, but most people are familiar with one or two of our models,” - said vice-president of marketing for Volkswagen in the United States Tim Ellis (Tim Ellis).
 

Nevertheless, even such an event on a national scale as the Super Bowl is not immune from the crisis. For the right to place commercials during its broadcast, which reaches up to 100 million U.S. viewers, last year the major car companies have paid about $ 18 million, far less than the record $ 26.4 million spent in 2005. Despite the increase in the number of automakers, housed in the Super Bowl this year, many large companies, including Toyota Motor and General Motors, have remained on the bench. American company left the Super Bowl last year because of financial difficulties, and for the Toyota &qbb4uot;Great Game” is not consistent with its marketing strategy.
 

As for the cost of advertising, then for 30 seconds during the broadcast of Super Bowl automakers have had to pay from $ 2.5 million to $ 2.9 million

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