General Motors Co. has always launched vehicles in the market against its competitors to challenge them.
This time they have chosen Ford Motors Co. GM has been facing difficulties in selling the Chevrolet Silverado pickup truck and their other models. The sale was slow so they decided to launch a campaign against Ford Motors Co. that questions the strength of its most money-making automobile.
On Wednesday, during a marketing blitz, Chevrolet claimed that lab tests have proven that the Silverado is capable of withstanding damages as compared to the stamped aluminum bed in Ford’s F-150 pickup truck.
Ford on the other hand claims that it has a high strength, military grade aluminum alloy cargo box that is more durable and stronger than the GM’s Silverado pickup truck. An ad has also been launched by GM showing concrete blocks punching holes in the F-150’s bed, damaging it badly.
The sale of pickup trucks launched by Ford has surpassed the sales of GM. It often happens to be the case that GM and Ford target each other. But it seems that GM will affect the sale of Ford in the coming months, especially in summers which are important months as far as sales are concerned.
GM says that it is more expensive to fix aluminum than steel. Sandor Piszar, Chevrolet truck marketing director, said, "We engineer and build our trucks with customers’ expectations in mind. For example, Silverado features a roll-formed, high-strength steel bed because truck customers demand the ability to haul their toys, tools and other cargo. These videos demonstrate the real-world benefits of the Silverado’s bed, in both extreme and everyday scenarios."
Ford introduced aluminum in their trucks to make them lighter in weight and it has also focused on the improvement of fuel economy and handling.
On the other Hand Silverado has a bed of steel although it uses aluminum in some parts of the truck. On the basis of this, GM claims that the Silverado is a better vehicle to carry tools and other materials.
“Obviously, any material can be pushed to the breaking point if you subject it to enough impact energy,” Piszar concluded. “If a customer does manage to puncture the high-strength steel bed of the Silverado, they have the added peace of mind knowing steel tends to be easier to repair than aluminum — potentially saving money and minimizing time without their truck.”
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The market shares of GM have recently dropped down from 17.9% to 15.7%. They have therefore campaigned to better their sales. A stern battle has picked up speed between the two competitors, GM and Ford, in the market.