The big news about the Ford F-150 is how it's constructed from aluminum which allows for improved fuel economy and massive weight loss. Chevrolet is going to be taking aim at this with a new social media campaign and ad.
Automotive News reports that the ad features a focus group asked the question if a grizzly bear lumbers into the room, which cage would you take? The aluminum or steel one? Most of the group goes for the steel one.
"Our trucks are built with high-strength steel. We think that's a tactical advantage and an important differentiator. We have a pretty healthy sense of humor about it," said Sandor Piszar, the marketing director for the Silverado.
This ad brings the topic of the aluminum construction to the forefront - something Ford hasn't really mentioned in its ads for the F-150. But it also brings risks to both brands.
For Ford, it could mean talking about the aluminum construction. This is something the brand has avoided talking about due to reports about higher costs for accident repairs. (Ford has said there isn't a significant difference between the repair costs for aluminum and steel).
For Chevrolet, the ad could be hypocritical as they use aluminum for certain body parts of the Silverado - such as the hood. Also, rumors have been flying around the GM is planning to use more aluminum for the next-generation pickup.
"If I'm a GM engineer working on the next truck, I'm scratching my head a little bit. They're probably telling the marketing people, 'Hey guys, you realize we're already lining up our aluminum suppliers, right?'" said Jim Sanfilippo, an independent marketing consultant.
"Chevy's got a lot of good things to talk about right now. I'd stick to talking about the merits of their own product and not look like they're running from something."
Source: Automotive News (Subscription Required)