Ford Motor Co.’s message on the F-150’s new print ad that states, "Fuel economy without power is like fishin' without bait," is clearly targeted at the Chrysler Group’s Ram 1500. Ford dominates the pickup segment and it wants to prove it at every chance it gets. The Ram 1500 wasn’t named in the ad but Ford takes a jab at its boast of having the best-in-class 25 mpg highway fuel economy.
Ford’s new print ad shows a whale-sized empty fishhook. In small letters, it states that F-150s offer the "best combination of towing and fuel economy" at 11,300 lbs. and 22 mpg highway. The 4x2 Ram 1500 fails in comparison. The V-6 4x2 F-150 has a highway fuel economy rating at 25 mpg and has a maximum towing capacity of 6,500 lbs.
On the other hand, Ram's print ads their pickup's 25 mpg. Domestic automakers consider the pickup segment to be very important since it has a huge impact on profits. It’s for this reason that the pickup war continues to be contested by Ford, GM, and Chrysler. GM will unveil its new pickups next year. For the past 20 years, the rankings of the three major automakers in this segment have not changed.