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The big news about the Ford F-150 is how it's constructed from aluminum which allows for improved fuel economy and massive weight loss. Chevrolet is going to be taking aim at this with a new social media campaign and ad. Automotive News reports that the ad features a focus group asked the question if a grizzly bear lumbers into the room, which cage would you take? The aluminum or steel one? Most of the group goes for the steel one. "Our trucks are built with high-strength steel. We think that's a tactical advantage and an important differentiator. We have a pretty healthy sense of humor about it," said Sandor Piszar, the marketing director for the Silverado. This ad brings the topic of the aluminum construction to the forefront - something Ford hasn't really mentioned in its ads for the F-150. But it also brings risks to both brands. For Ford, it could mean talking about the aluminum construction. This is something the brand has avoided talking about due to reports about higher costs for accident repairs. (Ford has said there isn't a significant difference between the repair costs for aluminum and steel). For Chevrolet, the ad could be hypocritical as they use aluminum for certain body parts of the Silverado - such as the hood. Also, rumors have been flying around the GM is planning to use more aluminum for the next-generation pickup. "If I'm a GM engineer working on the next truck, I'm scratching my head a little bit. They're probably telling the marketing people, 'Hey guys, you realize we're already lining up our aluminum suppliers, right?'" said Jim Sanfilippo, an independent marketing consultant. "Chevy's got a lot of good things to talk about right now. I'd stick to talking about the merits of their own product and not look like they're running from something." Source: Automotive News (Subscription Required) View full article -
The big news about the Ford F-150 is how it's constructed from aluminum which allows for improved fuel economy and massive weight loss. Chevrolet is going to be taking aim at this with a new social media campaign and ad. Automotive News reports that the ad features a focus group asked the question if a grizzly bear lumbers into the room, which cage would you take? The aluminum or steel one? Most of the group goes for the steel one. "Our trucks are built with high-strength steel. We think that's a tactical advantage and an important differentiator. We have a pretty healthy sense of humor about it," said Sandor Piszar, the marketing director for the Silverado. This ad brings the topic of the aluminum construction to the forefront - something Ford hasn't really mentioned in its ads for the F-150. But it also brings risks to both brands. For Ford, it could mean talking about the aluminum construction. This is something the brand has avoided talking about due to reports about higher costs for accident repairs. (Ford has said there isn't a significant difference between the repair costs for aluminum and steel). For Chevrolet, the ad could be hypocritical as they use aluminum for certain body parts of the Silverado - such as the hood. Also, rumors have been flying around the GM is planning to use more aluminum for the next-generation pickup. "If I'm a GM engineer working on the next truck, I'm scratching my head a little bit. They're probably telling the marketing people, 'Hey guys, you realize we're already lining up our aluminum suppliers, right?'" said Jim Sanfilippo, an independent marketing consultant. "Chevy's got a lot of good things to talk about right now. I'd stick to talking about the merits of their own product and not look like they're running from something." Source: Automotive News (Subscription Required) -
William Maley Staff Writer - CheersandGears.com December 28, 2012 Back in 2010, Chevrolet introduced a new ad campaign with the tagline of 'Chevy Runs Deep'. The campaign was designed to emphasize the emotional connect between a person and a vehicle. However the campaign was met with mixed reactions. "I'm not sure that was appropriate for the mainstream market that they're in. They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer," said Polk Automotive analyst Thomas Libby. General Motors and its advertising agency, Commonwealth are weighing whether to keep the campaign or go with something else. "We have not made a decision yet. What does a global campaign look like and how do we execute it? Is it one line around the globe or is it different taglines? That's what we're looking at right now," said Chris Perry, Chevrolet's vice president of marketing. The fate of the campaign will be decided in the first quarter of 2013. Source: Detroit Free Press William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. -
William Maley Staff Writer - CheersandGears.com December 28, 2012 Back in 2010, Chevrolet introduced a new ad campaign with the tagline of 'Chevy Runs Deep'. The campaign was designed to emphasize the emotional connect between a person and a vehicle. However the campaign was met with mixed reactions. "I'm not sure that was appropriate for the mainstream market that they're in. They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer," said Polk Automotive analyst Thomas Libby. General Motors and its advertising agency, Commonwealth are weighing whether to keep the campaign or go with something else. "We have not made a decision yet. What does a global campaign look like and how do we execute it? Is it one line around the globe or is it different taglines? That's what we're looking at right now," said Chris Perry, Chevrolet's vice president of marketing. The fate of the campaign will be decided in the first quarter of 2013. Source: Detroit Free Press William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. View full article
