7 Reasons Why Chevy’s Latest Ads Slamming Ford’s Aluminum Design are Nonsense

1. The Tests are Pointed and Overly Specific

Sure, loading paving slabs into the bed of a truck is a far enough real world application, but why are they being dropped from 5+ feet in the air? The subsequent test with the tool box is equally questionable: who would set a toolbox on the 3” wide bedside of a truck and not the tail gate? It should be noted that in a longer, not-for-primetime advertisement that can be found online, the Chevy’s bed eventually also suffered from punctures during the paver drop testing.

2. Hidden Variables May Be at Play

It would be interesting to know how heavy those boxes were and if they were loaded with any additional weight. More than one Ford-Trucks member has pointed out that even minute differences in the shapes of the paving slabs could alter the test results. This is a Chevy ad, and it behooves them to make the Ford product appear less capable. 

3. Pros and Cons

Looking beyond the test, and considering the characteristics of high-strength steel and aluminum, each comes with their own set of pros and cons. The previous generation F-150 was overweight in class, which, when your class is a group of behemoths, is saying something. Aluminum-intensive construction allowed the truck to drop several hundred pounds, which is crucial as all new vehicles are held to increasingly stringent Corporate Average Fuel Economy standards. The trade off is most commonly noted in how aluminum handles force and impacts. Aluminum body panels tend to stretch and fatigue the metal, ultimately resulting in tearing or puncturing, as is the case for the truck bed comparison. Comparatively, high-strength steel used in body panels tends to have greater elasticity and repair-ability in situations like this.

4. F-150 Outperforms Silverado in Crash Tests

As it currently stands, the aluminum F-150 is the leading truck in the United States as far as safety is concerned. Being named an IIHS Top Safety Pick, the redesigned F-150 fared appreciably better in all crash test metrics than GM, Toyota or Dodge Ram. There’s more to life than payload, and it seems that regardless of consumer opinion on the use of aluminum, Ford has designed a class-leading product in this regard.

5. The Chevy Didn’t Fare Much Better in Testing

Interestingly, Chevy has released a series of these torture test comparison videos. Usually, only the short one is aired in online and television commercials, but the extended cuts can be found on YouTube. These videos paint a slightly different picture in terms of overall testing. Through extended testing, it is shown that eventually the Chevy’s bed does also puncture. Not at the rate of the aluminum bed, but it is something to note. Additionally, in terms of non-punctured area, the two trucks look to have taken an equal amount of beatings in the end. It’s not exactly a clear cut victory for the Chevy.

6. Today’s Aluminum Trucks are Stronger than Their Steel Predecessors

As is the way with the automotive world, engines become more powerful and fuel efficient, transmissions sprout more gear ratios to choose from, and chassis technology evolves. The EcoBoost V6 truck, which is far and away from the top dog, is still rated to pull some 2,000 pounds more than the previous generation truck. Same goes for payload; it too is up, “despite” the aluminum architecture. The big bad aluminum boogie man doesn’t seem so scary now that consumers have realized the new trucks are more fuel efficient without really ceding anything to get there.

7. GM is Grasping at Straws

Unsurprising, just look at the sales figures between the F-150 versus Chevy and GMC combined. If buyers speak with their wallets, and they do, then Ford does not have anything to worry about. Indeed, it seems the General is the brand feeling the squeeze. Better luck next generation, boys.

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