None of the Big 3 Detroit car makers Ford, GM and Stellantis are buying Super Bowl commercials for the first time since 2001

Slowing consumer demand and high interest rates are pressuring Ford, Toyota, GM and Chrysler parent company Stellantis into cutting back on their ad spend. Car commercials are a Super Bowl mainstay – Stellantis alone has only missed two in the past 15 years – but this year’s game will be the first since 2001 where none of the Big Four are coughing up the estimated $7 million fee for a 30-second spot, according to AdAge’s archive.

“With a continued focus on preserving business fundamentals to mitigate the impact of a challenging U.S. automotive market …we will not be participating in the Big Game this year,” wrote a Stellantis spokesperson in a statement to Fortune. Toyota told Fortune that in lieu of an ad, it will “activate on the ground” with an “exciting, multi-faceted activation experience” both leading up to and during the game, noting that it is currently the NFL’s official automotive sponsor. GM, for its part, confirmed that none of its brands would advertise during the Super Bowl and said it continually updates its media strategies “to make sure they align with our business priorities.” Ford could not be immediately reached for comment.

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