Chevy is literally poking holes in the Ford F-150 to try and show the strength of steel versus aluminum.
A new marketing and advertising campaign launched by Chevrolet shows the results of dropping landscaping blocks and a metal toolbox into the unprotected bed of a Ford F-150 and Chevy Silverado. The Silverado uses a roll-formed steel bed, while the F-150 uses an aluminum bed.
The series of videos shows the same results every time: The bed of the Silverado exhibits only dents while the F-150’s bed has holes punched right through it.
“In 12 out of 12 comparisons shot for video, the Silverado exhibited only scratches and dents that did not affect the utility of the bed,” reads the release from Chevrolet. “The aluminum Ford F-150’s aluminum bed sustained punctures in every drop, with an average of 4.3 punctures per drop that could reduce the utility of the bed.”
Chevy says that this campaign is not an attack on Ford or aluminum, saying that the brand wanted to show it’s competitive advantage when it comes to bed strength.
Ford famously switched to an entire aluminum body with the 2015 F-150 that helped the brand shed tons of weight from its half-ton. Chevrolet currently uses aluminum hoods on its pickup trucks and rumor has it that more aluminum will be used in GM’s next-generation of pickups, also to help shed pounds.
Ford didn’t take long to respond to the ads, releasing the following statement: “When you’re the market leader for 39 years, competitors sometimes try to take shots at you with marketing stunts. The fact remains that F-150’s high-strength, military grade, aluminum alloy cargo box offers the best combination of strength, durability, corrosion resistance, capability, safety and fuel efficiency ever offered in a pickup. We have built nearly a million new F-150s, and our lead over the competition continues to grow.”
Watch the ads and the testing methodology below.
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