Chevy Silverado’s “Man Step” Ad Turns Ford’s New Feature on its Head

If just one of the big 3 automakers would make it through this economic mess, it would be Ford, in my opinion. That said, I got a chuckle out of a Chevy Silverado commercial I saw today. It was targeted at Ford F-150.

Author: Jeremy Harrison

Updated: January 11, 2009

If just one of the big 3 automakers would make it through this economic mess, it would be Ford, in my opinion.  That said, I got a chuckle out of a new Chevy Silverado commercial I saw today.  It was targeted at Ford F-150.  First, a little background.

Ford F-150 has been talking up a new benefit — these cargo steps that make it easier to access the truck bed.  Here’s Ford’s original commercial introducing the new feature:

Chevy followed up with a commercial that made the guys using the “man step” (as Chevy called it) look wimpy for needing a step. 

It’s a debatable tactic on Chevy’s part.  On one hand, they are drawing attention to a feature they don’t have, which is risky.   On the other hand, if they can quickly set the impression that it’s a wimpy feature to have, and get people calling it a “man step,”  then it might be a way to remove Ford’s advantage by changing public perception about the new feature.

I guess it’s far cheaper to produce a new commercial that makes fun of the competitor than it would be to figure out a way to offer original new features of your own.  Especially if you move as slowly & inefficiently as General Motors.

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