By Dave Lee
In the dog-eat-dog world of pickup truck one-upmanship, you certainly can beat a truckmaker while it’s down. Not long after GM aired its Super Bowl XLVI commercial that challenged Ford’s dependability, Chrysler is now taking a shot at the Blue Oval.
According to Ad Age, an upcoming national spot features a grizzled voice that asks: “What if you were to take away horsepower, torque and warranty coverage from a Ram? You’d end up with a Ford F-150.”
News of the commercial comes only a few weeks after GM’s Super Bowl spot, which touted the Chevy Silverado as “the longest lasting, most dependable truck on the road” at Ford’s expense.
The day before the big game, a lawyer for Ford sent a letter to GM asking not to air the ad and to “cease and desist from making any unsubstantiated and disparaging claims regarding Ford's pickups.” GM stood by its claim and pointed out the over-the-top nature of the commercial, cheekily pointing out: “People who are really worried about the Mayan calendar coming true should buy a Silverado right away.”
Ford did get a chance to defend its durability record, saying it has more trucks on the road with at least 250,000 miles on their odometers.
But let’s not forget that Ford pulled its own punch last year when it aired a commercial featuring a “real Ford owner” who preferred not to buy a car from an automaker that was bailed out.
The ad was eventually pulled, but it’s not known whether it was because of backlash, poor taste or a result of a suggestion from the White House. Regardless, we don't expect this to be the last time any of the big truck makers take a swing at each other. We just hope they keep making them entertaining. Below is one of our favorite "versus" commercials, this time between Dodge and Ford.