Somehow we knew this battle was far from over. Chevrolet has released a scathing new commercial attacking the strength of the Ford F-150‘s aluminum body. When Chevy drops 825 pounds of landscaping blocks into the beds of a Silverado and an F-150, the results aren’t pretty for Ford.
The heavy blocks scratched and dented the surface of the Silverado’s bed but failed to make any punctures over the 12 demonstrations shot for the video. Meanwhile, the F-150 suffered puncture damage on each drop, averaging 4.3 punctures in the bed for each try. It’s important to note Chevy tested both vehicles without bed liners to demonstrate the natural strength of each truck’s construction.
To show the Silverado’s strength in a more everyday situation, Chevy pushed an empty steel toolbox, which it says weighed 28 pounds, over the rail of each truck. The Silverado received minor dents in 12 out of 14 demonstrations, and the other two times it suffered from what Chevy says is a “pinhole” puncture. In comparison, the F-150 received sizable punctures in 13 of the 14 demonstrations.
Chevrolet issued a multi-video attack against the F-150 a year ago, but mostly criticized the Ford truck indirectly by taking jabs at the strength of aluminum. The bow-tie automaker has also noted it’s typically more expensive to repair aluminum than steel, to which Ford has countered saying it designed the F-150 to be easily repairable.
Of course, the results could have played out differently had Chevrolet used bedliners in the pickups. Just 17 percent of F-150s leave the plant with a spray-in bed liner, Ford told us. Customers can also buy aftermarket versions, although the automaker didn’t mention how many of those are sold.
In response to the Chevrolet ad, a Ford representative told us, “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.”
What do you think of the new Chevrolet Silverado ad? Let us know in the comments below.