All is fair in love and… the pickup wars, apparently. General Motors has just turned around another page in the bitter rivalry in the latter sector, eyeing a battle against its competitors’ main selling point, the aluminum build.
General Motors, the largest US automaker and the third biggest in the world, has recently showcased on the web a commercial that takes a direct swing at Ford and its cost, as well as overall speed of doing repairs to the Blue Oval’s best-selling pickup truck. The web skirmish went viral so the company is now thinking of expanding it into a full-featured TV ad campaign, has NFL broadcast personality Howie Long talking to an expert about the cost and time of fixing the aluminum intensive Ford F-150 full-size pickup truck. According to GM, after they simulated a low-speed accident, the F-150 cost $1,755 more and took an additional 34 days to fix when compared to its direct rival, the Chevrolet Silverado. “So if I’m a guy that uses my truck for work, every day I don’t have that truck, that costs me money,” Long says. “In addition, you got higher repair bills. Seems like you’d be taking a risk.”
The web punch is just the latest installment in an already traditional under the belt fight at marketing level between GM and Ford, which sometimes resulted in fun and laughs and other times in…let’s say “tears”. According to a Ford spokesperson, with “proper tools and training, cosmetic repairs to aluminum body panels will take a similar amount of time as steel panel repairs” and he added they have no clue on the conditions that GM used for the depicted research.