Depending on your point of view, an aluminum truck body is either :
A) A fuel-saving stroke of genius.
B) An invitation to higher repair costs.
Ford redesigned its ultra-popular F-150 with a lightweight aluminum body for 2015. It was a big risk (the F-150 was already the top-selling pickup in history), but a calculated one. Ford pointed to the move as a way to meet rising federally mandated fuel-economy standards.
Chevrolet is not impressed.
Chevrolet is making its case for why steel is still king of the truck market with a new campaign that swipes at the new F-150. In one of its newest commercials, Chevrolet drives home the superior strength of steel by forcing focus group members to choose between an aluminum or steel cage when a grizzly bear is let loose in the room (see the commercial above). You can check out a couple of the campaign’s other commercials below.
It’s a big risk for Chevrolet, which very likely will be using more aluminum on its own trucks in the future.
What are your thoughts on the greater use of aluminum for pickup trucks?