Windsor-Built Dodge Charger Takes Center Stage During Super Bowl Halftime Show
The automotive spotlight turned to Windsor, Ontario, during one of the world's most-watched television events. Dodge aired a new 30-second commercial that prominently featured the all-new 2026 Windsor-built Dodge Charger during the halftime show at Super Bowl LX in February 2026.
A Prime Advertising Slot for Canadian Manufacturing
This high-profile placement represents a significant marketing moment for both the Dodge brand and the Windsor manufacturing facility. The Super Bowl halftime show consistently draws a massive global audience, making it one of the most coveted advertising opportunities of the year. By choosing to highlight the Windsor-built Charger during this premium slot, Stellantis (the parent company of Dodge) has brought international attention to Canadian automotive manufacturing capabilities.
The commercial showcases the vehicle's design and features, though specific details about the ad's creative direction or narrative were not provided in the initial report. What remains clear is that this represents a substantial investment in promoting a vehicle produced at the Windsor Assembly Plant, which has long been a cornerstone of the region's industrial economy.
Context Within the Automotive Industry
The feature comes at a time when the automotive sector is undergoing significant transformation, with increasing emphasis on electric vehicles and advanced technologies. The 2026 Dodge Charger's appearance during the Super Bowl suggests confidence in both the vehicle's market appeal and the Windsor plant's production quality. This visibility could potentially influence consumer perceptions and bolster the reputation of Canadian-made automobiles on an international scale.
While the commercial itself was brief, its placement during such a prominent event ensures that the Windsor-built Charger reached millions of viewers simultaneously. This type of exposure is typically reserved for products with substantial marketing budgets and strategic importance within a company's portfolio.
The Windsor Assembly Plant has produced various Dodge, Chrysler, and Jeep models over decades, contributing significantly to Ontario's manufacturing sector. This Super Bowl feature represents another chapter in the facility's history of producing vehicles that capture public attention.
