Chevrolet rolled out its latest advertising efforts, squarely putting a target on the Ford F-150 and its aluminum bed. In contrast, the Chevrolet Silverado touts its roll-formed, high-strength steel bed, the centerpiece of the campaign.
The new campaign shows the durability of the bed through a few in-your-face demonstrations. The results? The F-150 walks away a bit battered.
During a conference call with Chevrolet, Sandor Piszar, Chevrolet truck marketing director, stated the new campaign is not a way of dishing dirt at Ford, or aluminum. Rather, it’s a clever way to communicate a serious competitive advantage over rival pickup trucks.
“Our focus is on showing that we put the customer first in everything we do. So it’s not an attack on Ford and it’s not an attack on aluminum,” Piszar stated. “Our engineering team found that we had a competitive advantage in the strength of our bed. Really, we are compelled to get the word out.”
The campaign stirs up old feelings of dire rivalry to understand whether the blue oval or the bowtie builds the baddest, toughest trucks on the market.
Although Silverado sales dipped and F-150 sales climbed, Chevrolet also stated the campaign is not a direct response to that. However, do expect beefed up incentives during Chevy’s self-proclaimed “Truck Month” this June.