The lightweight aluminum brings incremental mileage gains that are balanced by the unique repair requirements of a non-steel skin.
Hence the ad’s quick slide show of vintage Silverado logos. There are more of these screenshots of them at the end of this post.
Former Oakland Raider Howie Long is the ad’s inquisitor.
Long questions Chevy Chief Engineer Eric Stanczak,
To address an extremely practical pickup demographic, Chevy’s test simulated a hit from a commercial truck on a construction site.
Here’s the rig they used for the simulation.
Into the sides of trucks it went.
Then, Chevy says, independent testing firm AMCI oversaw the trucks being taken to dealers – in the Ford’s case, dealers that were certified to fix aluminum.
Result? The Ford cost more, and it took longer.
Then, Chevy reaffirms its strong heritage, first by calling out its traditional steel construction…
…and then we get a neat rundown of Silverado logos through the years.
The logos above and below appear to be from the ’70s. The sun designs are cool.
This one looks to be early-’80s, with its block letters and more sculpted sun.
And this one appears to be from later in that decade.
This is on the heels of Edmunds.com taking a sledgehammer to its long-term F-150 and then finding that it took double the cost and time to fix copared to a typical steel body.
Bold steps like aluminum for a pickup’s body are easy prey for the competing brand; back in 1977, when GM downsized its big cars, Ford ran ads gleefully pointed out the the humble Ford LTD now had more length than the longest Cadillac. It’s like shooting fish in a barrel when the other guy sticks out his neck.
And so Chevy has given buyers reasonable doubt as to the benefit of being on the cutting edge of efficiency. Kudos to Ford for taking the risk, and we look forward to its answer to Chevy’s aspersions.
Here’s the ad.
Tell us in the comments – what do YOU think of Chevy’s ad?