Latest Chevrolet Ads Tout Steel, Badmouth Aluminum
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The latest round of Chevrolet advertisements, revolving around the use of steel and aluminum in full-size trucks, has stirred the pot a tad.
Autoblog has called out the latest ads for being somewhat informative, with the trickery of marketing at work to sway consumers, and we have to echo the statements. We highlighted one of the ads recently, asking whether an aluminum or steel cage would offer better protection from a ferocious bear.
Yes, we see the principle here: steel is stronger, and seems less flimsy, but no factual evidence exists in the advertisement, as the marketing department takes a cheap shot at Ford’s 2015 F-150.
But, why GM? Aluminum is being touted as a fuel-efficiency savior. And it’s used quite extensively in the 2016 Cadillac CT6. And is the chosen material for the engine blocks of your V8 engines. GM’s even figured out how to spot weld aluminum.
We’ve detailed before how a mixed-material strategy is the future for General Motors, and saves large vehicles from guzzling too much fuel.
That’s the marketing game at work. Though there are likely a few legions of engineers scratching their heads, or even feeling belittled.
Regardless, General Motors has to sell the current Chevrolet Silverado. And what better way to invite skeptical truck buyers into a Chevy dealership than by showing them the (somewhat pseudo) faults of aluminum. It’s more difficult to repair, and has been shown to be more time consuming but, as Autoblog points out, no long term insurance effects have yet to show face by owning an aluminum-bodied truck.
It’s expected the next-generation Chevrolet Silverado and GMC Sierra will adopt an aluminum body to save weight and boost fuel economy as standards continue to become even more stringent. Even the 2017 Chevrolet Silverado and 2017 GMC Sierra models are suspected to incorporate some more aluminum.
Until then, though, something has to help sell all those GM full-size pickups.
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That’s not as bad as the other Chevy commercials that are starting to sound like the stupid Buick ads: The people who get to guess which automaker came up with 4G wireless in their cars. Everyone is guessing BMW when it is revealed it is in fact GM! Then there is the woman sitting in the Cruze marveling at how well made it is, ” I can’t believe it’s a Chevy.”
GM marketing needs to start using hyperbole, embellishments, and lies, just like everyone else, rather than imply “We used to build uninspired crap but look at us now.”
These ads are funny now, but we all know GM will use lots of aluminum on the next gen trucks… I think Ford will have its revenge.
Gotta love GM – Ford rivalry!!
Bad marketing move on Chevy’s part. What are they going to say when their truck bodies are mostly aluminium which they will be, the only way they can meet ever increasing mileage standards. Remember aircraft have been made from aluminum since the 1930’s. I don’t think those guys in WW2 who made it back in shot to pieces B-17’s and P-47’s ever thought of aluminum as flimsy!
You misspelt protection it says production..
Well who said GM was going all aluminum? Rumors are saying that but no one from GM has stated this. I suspect they will do much like the CT6 and use a mix of parts to cut mass.
Ford too has not been what I would call full disclosure. While they claim they lost 700 pounds they really never made it clear to the ignorant public it was over their own truck.
The difference between the Ford and GM trucks is small and with a mix of parts in the new GM truck the Chevy will easily gain an advantage and then Ford with their next and then GM again with the next.
Losing mass is the new HP war.
The fact is the public for the most part is ignorant in many areas and they show it daily. With cars most know how to start them, how to fuel them and how to make the payment and that is about it. I get questions all the time from folks because I am a car guy and most have no clue to where the auto market is today.
Aluminum has many advantages mostly mass and pay load increase but it also has disadvantages too. As of now it still is a little more expensive and with time it should come down. Also the repair cost are more expensive as it relays on panel replacement vs. repair. No paint less dent repair here. Aluminum has no memory as Steel does and you also can not continue to bend it as it will crack.
Also Aluminum can and will corrode. My buddies tail gate on his Explorer is blistering with corrosion and paint flaking off,
To me GM did this right by engineering the mass out first and then going to lighter materials later. This help hold the price and profits on the trucks and let Ford deal with setting up the body shops for repair and it will all be in place by the time they do all the investing.
Now also the Boron Steel GM has been using is very light and very strong. It has had an advantage in price even with an increased cost over simple sheet steel.
This is not really right or wrong as both will do fine. As for now Marketing has to sell vehicles and if you can do it with humor and mock the competition so be it. Hell the news anymore has become more entertainment so why not marketing?
yeah since my 14 ss has an aluminium boot and bonnet
I, for one, don’t care what my next vehicle is going to be skinned with. Steel, aluminum, fiberglass, or plastic, all have been used, makes no difference to me, as long as the paint doesn’t crack or peel, and keeps its shine for 10+ years.
Pretty funny.
Missed an opportunity to do a diving cage version for Sharkweek, though.