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.