It was a pretty big deal when it launched last year. Chevrolet utterly called out Ford and the F-150 to try and show it wasn’t built as tough as many may think it is. The ad featured Chevrolet’s “real people, not actors” ad campaign and showed various items dropped in the beds of both trucks.
The F-150’s aluminum body fairs worse—never mind both beds are unlined. Chevrolet said the ad was not an attack on aluminum, but it seems it hasn’t reaped any sort of reward. Ford Authority highlighted JD Power sales data following the release of the steel vs aluminum ad, and the numbers speak for themselves: the Silverado sold 156,186 units to the Ford F-150’s 203,540 in a three month period following the ad’s release.
Although Chevrolet’s full-size pickup truck market share held steady, Ford’s actually climbed 1.2 percent between December 2016 and February 2017. Furthermore, Silverado sales slowed big time in May—126,368 units of Silverado were sold compared to 228,014 units of F-150. Ford holds 38.9 percent of the market, while Chevy’s dropped to 21.6 percent.
We already highlighted additional trouble from Chevrolet in the form of Ram. Ram has eclipsed Chevrolet through the first five months of this year and has become increasingly competitive with not only Chevrolet but Ford, too. Ram has gained 2.2 percent market share during the last three months.
The 2019 Chevrolet Silverado will hopefully swing things back in the bowtie brand’s favor. In the meantime, Chevrolet is also the only U.S. brand that offers a mid-size pickup truck in the Chevy Colorado. The gamble to reintroduce the Colorado has certainly paid off.