General Motor’s Silverado Super Bowl ad creates tension with Ford

Article by Anita Panait, on February 6, 2012

Super Bowl XLVI may have featured the clash between the two best American football teams in the U.S., New York Giants and the New England Patriots. The main event, however, may have belonged to Detroit’s largest carmakers – Ford and General Motors. The clash between the two carmakers was sparked by GM’s Chevrolet commercial aired during the Feb. 5 championship. 

The advertisement features a group of Chevrolet Silverado who survived the 2012 apocalypse predicted by the Mayan calendar. The last person to arrive at the meet-up asked “Where’s Dave?” One of them answered that Dave didn’t make it because he didn’t drive the Silverado, “the longest-lasting, most dependable truck on the road,” adding that their friend “drove a Ford.”

Ford took offense of the ad and sent GM a letter requesting its rival to pull the commercial out.  "We've been the leader in the truck market for 35 years. We will absolutely defend our leadership,” Jim Farley, Ford global vice president of marketing sales and service, said, adding that the letter was intended to challenge the assertion toward that type of claim.

GM confirmed they received the letter. Joel Ewanick, GM marketing chief, expressed no plans to withdraw the ad. Ewanick said that GM stands by its claims in the commercial, that the Silverado “is the most dependable, longest-lasting full-size pickup on the road.” 

Ewanick added that the ad is a fun way of putting GM’s claim in the context of the apocalypse. He also remarked that if needed, GM will apologize when the world ends. He also cracked that people who believe in the Mayan prediction should buy a Silverado right away.

Chevrolet Silverado solidifies its position as the most capable and most diverse lineup in its segment through enhancements and improvements to its appearance, connectivity, and comfort.

For its 2012 model, the Silverado showcases new front-end designs, special White Diamond Edition enhanced look and comfort, available cooled/heated seats (for LTZ models), and a navigation radio that delivers connectivity. It also features an updated screen and integrated hard drive, which gets rid of the need for discs through map data. The new Silverado also boasts a segment-exclusive satellite radio – OnStar and SiriusXM – as well as USB and Bluetooth connectivity – and dealer-installed Wi-Fi system.

All Chevrolet Silverado 1500s, except the Hybrid models, now feature Hill Start Assist and Trailer Sway Control, which is a part of StabiliTrak’s electronic stability control system. This enhances performance under a range of driving conditions.

According to Chevrolet Truck Marketing Director Maria Rohrer, the Silverado's reliable V-8 performance, broad range of models, and highly competitive fuel economy continue to attract truck customers. In fact, she says, Silverado sales went up 7% through July this year.

Rohrer adds that the changes for Silverado’s 2012 model enhance this rugged car with a fresh and updated design, available navigation radio, as well as Wi-Fi systems, making driving more enjoyable and convenient.

Silverado’s new and revised design includes a chrome grille that is matched with a chrome surround for LT and LS models, or with a body-color surround for the LTZ models. The LS and LT models now have a lower bumper fascia in silver finish and that’s more aerodynamic on two-wheel drive models without tow hooks, as well as new 20” chrome-clad aluminum wheel.

The new Chevrolet Silverado has made available four new exterior colors: Mocha Steel Metallic, Silver Ice Metallic, Graystone, and Carbon Flash Metallic. As for the interiors, two new color combinations are available: Dark Cashmere/Light Cashmere and Dark Titanium/Light Titanium.

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