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  • Chevrolet Goes on Offensive with Trio of Pro-Steel Videos

Chevrolet Goes on Offensive with Trio of Pro-Steel Videos

Brand Uses Humor, Data to Make Case for Steel

Jul 6, 2015
Professionally, the Detroit Three have a collegial respect for each other, and while they may question some of the engineering approaches of their rivals, they rarely straight-out trash-talk them. But if you can other people make your case for you without resorting to personal mud-slinging, why not?
That’s just what Chevrolet did in a trio of videos just released on YouTube, and probably soon to be seen on television, playing off people’s general perceptions between aluminum and steel. In the first video, some men are put into a room, given a choice of an aluminum or steel cage, and told that a 700-pound grizzly bear will be released. Unsurprisingly, everyone chooses the steel cage.
Photo 2/5   |   2015 Chevrolet Silverado Ad Aluminum Steel Cages
In the second video, long-time Chevy pitchman Howie Long talks to Chevrolet chief engineer Eric Stanczak about the relative benefits of the two materials and then cites an AMCI study about the cost to repair body damage between the two trucks. Naturally, the Silverado comes out ahead with a shorter repair turnaround time and lower cost than the F-150.
Finally, a group of comic book geeks is introduced to a new character in a focus group, “Aluminum Man.” Almost immediately, they start questioning the choice of material, citing aluminum’s perception of being weak and easily bent. While the F-150 has proven itself in terms of its capability and safety in instrumented testing, clearly Ford has some major perceptions to overcome with certain segments of the general public.
Source: Chevrolet via YouTube

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