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Chevy Truck Ads Could Help Ram

by David Zatz on

General Motors is running ads which slam Ford’s use of aluminum. In the most evocative commercial, a computer-generated grizzly bear is set loose in a room where men can choose a steel or aluminum cage (most choose steel).


The longer videos are more fact-based, noting that working on aluminum bodies is still beyond the reach of many body shops, and in any case it generally costs far more than fixing steel. This ad is based on the work of AMCI Testing, which survey the differences in repair costs and time between the Silverado and F-150, using four of each. The ad also talks about how GM is using aluminum in other areas.

The ads are likely to help Ram, too; Ram has stuck with steel, finding ways to beat Ford’s fuel economy. Ironically, had Daimler not taken over, driving much of the Prowler team into Ford’s waiting arms, Chrysler would likely to a world leader in aluminum bodies — though they may still not have done an aluminum Ram.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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