Chrysler Super Bowl ad launched modern automotive rebates

The modern trend of automotive rebates originated during the halftime show of the Super Bowl on January 12, 1975. Facing a massive inventory surplus equivalent to 138 days of production, Chrysler Corporation launched the ‘Chrysler’s Car Clearance Carnival’ to move unsold vehicles.

Promoted by television personality and former Major League Baseball player Joe Garagiola, the campaign offered consumers a $200 check (approximately $950 in current value) after they negotiated a deal with their local dealer. To further attract customers from competitors, Chrysler offered an additional $100 for those trading in a Ford Pinto or a Chevy Vega.

The promotion was highly successful, sparking a ‘rebate mania’ that forced other Detroit automakers to adopt similar marketing strategies, a practice that remains a staple of the automotive industry today.