DETROIT -- The battle between the Ford F-150 and Chevrolet Silverado is headed for a cage match.
Chevrolet is escalating the always-hot pickup wars this week with a social media campaign that takes a swipe at Ford's aluminum-body F-150. In a commercial slated for online and possible TV play, focus group members are asked which cage they would use for refuge when a grizzly bear lumbers into the room: one made of aluminum or another made of high-strength steel. Most scurry wide-eyed to the steel cage.
For all the industry buzz leading up to the F-150 launch about Ford's big aluminum bet, Ford's marketing hasn't exactly flogged that point with consumers. Now, Chevy's tongue-in-cheek salvo brings the topic to the fore, raising the stakes -- and risks -- for both brands.