Chevrolet has cooked up several videos that aim to take the thirteenth generation, aluminum-bodied Ford F-150 head on. But this isn’t the usual, “We can tow more and are better because X, Y and Z”, poking and prodding that the pickup truck segment is so well-known for. Instead, Chevrolet continues its anti-aluminum campaign to make truck buyers question Ford’s strategy of using aluminum in the body of its new full-size truck. This particular Head-to-Head spot aims to differentiate the steel Silverado and aluminum F-150 by presenting the increased time and cost to repair the F-150.
In traditional Chevy Truck fashion, the spot is presented by Howie Long, who discusses the Silverado and the F-150 with Chevrolet Chief Engineer Eric Stanczak. Right off the bat, the two have the seemingly never-ending aluminum vs. high-strength steel conversation, pointing out that the Silverado uses aluminum in a few “strategic” places, such as the hood.
Chevy then presents an independent test from a company, AMCI, to show exactly how much high-strength steel was less costly and quicker to repair than aluminum after the same kind of damage to both trucks. In the end, the F-150, with its aluminum body and structural adhesives, took 34 days longer and cost $1,750 more to repair, on average.
“… so if I’m a guy who uses my truck for work, every day I don’t have that truck, it costs me money”, says Long, summarizing the study. “In addition, you’ve got higher repair bills… I’d be interested to know what happens to insurance costs. I gotta tell you, all that certainly makes me feel twice about an aluminum-bodied truck. Seems like you’d be taking a risk.”
“At Chevy, we rely on what’s proven, like high-strength steel for high-strength dependability”, replies Stanczak.
“Well I guess that’s why they don’t call that superhero the man of aluminum,” Long comically concludes.
Ironically, Chevy will use aluminum extensively in its next-generation Silverado. What do you think of the video and information presented therein? Talk to us in the comments.