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Chevy's latest Silverado videos assume we're idiots

UPDATE: This article has been revised to reflect that any mention of materials used in a future Chevrolet Silverado is speculation. Can we have a sound, rational debate about the merits of aluminum versus steel? According to Chevrolet's latest marketing videos pitting the Silverado against the Ford F-150, the answer is no. The tone of all three ads is almost Orwellian: steel good, aluminum bad. Of course, this will all be a hilarious joke when an aluminum-bodied Silverado comes in 2018. That's an if, as a member of the General Motor public relations team has reminded me that any articles regarding future product are pure speculation. Until then Chevy needs to sell the current Silverado, with its body comprised chiefly of steel, against the Ford F-150's lightweight aluminum panels. Instead of touting the merits of the "most-dependable, longest lasting pickup," the strategy seems to center around negative propaganda towards the 13th element. The tone of all three ads is almost Orwellian: steel good, aluminum bad. Of the three videos, the most fair is Silverado vs. F-150 Repair Costs and Time: Howie Long Head to Head. Basically: aluminum costs more than steel, it's more difficult to repair, and requires special equipment for body shops. In terms of Chevy versus Ford, the blue oval truck costs more and takes longer to repair - an average of $1,755 more and 34 more days in the shop, according to the ad. But why stop there when you can have pitchman Howie Long raising an eyebrow at random facts? When Silverado Chief Engineer Eric Stanczak says of the Ford, "It's manufactured in a way that combines aluminum, rivets, and adhesive in a process that's different than Silverado." Long responds, "Huh. Interesting." At the end of the video, Long says "I'd be interested to know what happens to insurance costs." Note he's not saying anything substantive. If Chevy's legal team could sign off on some facts about insurance rates, it would be in this ad. On our Autoblog Cost to Own calculator, there is no significant difference in projected insurance costs between the two trucks. But at least that ad has facts. The other two videos are pure hype. In Cages: High Stength Steel, real people are asked what they think of aluminum and steel in a room with two cages. Then a bear is released into the room, and the subjects scurry to the safety of the steel cage.

2016 Chevy Volt ads strike frustrating, yet familiar, chord

Sometimes, it's hard to let go. In the six years that GM has been advertising and selling the Chevy Volt, one dominant message is that the car is an EV without any range anxiety. On the one hand, this is a positive thing: our car does something that other electric vehicles don't. Of course, there's another, more reasonable take on the message that EVs only equal limited range: don't promote this viewpoint if you ever plan on selling a pure EV. But, of course, this is exactly what GM is doing with a new ad for the 2016 Chevy Volt. Called Elevator, the spot (watch it above) compares driving an all-electric car with riding in an elevator getting stuck. Your Nissan Leaf might run out of electricity, the ad says, and that would be as uncomfortable as being trapped between floors. The main problem, of course, is that Chevy also offers the Spark EV and is getting ready to sell the Bolt EV. Does the company think that everyone will forget these anti-EV commercials when it come time to shop for a Bolt? Even worse, does GM think we've forgotten the Anthem ad for the Volt back in 2010? Apparently, so. Elevator isn't the only ad for the 2016 Volt that GM debuted today. The other, called Time Capsule (below), takes a swipe at the Toyota Prius. Trouble is, there are two easy ways to dismiss this ad as well. First, and most obviously, if GM is against using old technology, then why does it continue to shove a 100-year-old fossil fuel engine into almost every car it builds? Second, attacking the Prius for using 15-year-old tech – when said tech is still able to mop the floor with any hybrid from GM in the fuel economy race - is more like an admission of defeat than anything to be proud of. "Hey look, the Prius uses technology from the '90s," GM says. To which the observant viewer will ask, "Well, then why can't you build a 50-mile-per-gallon hybrid, GM?" It's also worth noting that Chevy has been on a misguided advertising streak as of late. We bashed their ads that suggested its Silverado is better than the F-150 because it uses steel instead of aluminum, too, especially since those commercials used shark cages and stupid superhero costumes in an attempt to make a point. Chevy, stop assuming we're all idiots. Please. Now, the 2016 Volt is a great car and I know that GM can make a darn good Volt ad (like this one), so seeing the company shoot solid fuel-efficient technologies in the back (again and again) is just frustrating.

Chevy Bolt 200-mile EV going into production near Detroit

Where there's smoke, there's fire, apparently. The rumors of the Chevy Bolt going into production have been proven correct, with an announcement this morning at the Chicago Auto Show that the 200-mile, all-electric Bolt will be built at the Orion Assembly facility near Detroit. GM didn't say exactly when the Bolt will be built, but GM North America president Alan Batey said in a statement that, "We are moving quickly because of its potential to completely shake up the status quo for electric vehicles." He's not kidding. GM is talking about a $30,000 price tag for an EV that can do twice as many electric miles as any non-Tesla mass-production EV today. Previous hints have the Bolt starting production next year for a market debut in 2017, and with all of the accuracy we've seen from these secret releases up to now, we're going to say this is probably accurate until we hear otherwise. We still have questions about the price tag, but for now we'll try to track down more information here in Chicago. Chevrolet Commits to Bolt EV Production Game-changing, long-range EV to be built at Orion Assembly facility in Michigan CHICAGO – Chevrolet this morning confirmed production of its next-generation pure electric vehicle, based on the Bolt EV concept. It will be built at General Motors' Orion Assembly facility near Detroit. GM North America President Alan Batey made the announcement ahead of the Chicago Auto Show. The Bolt EV concept was introduced last month at the North American International Auto Show in Detroit. "The message from consumers about the Bolt EV concept was clear and unequivocal: Build it," said Batey. "We are moving quickly because of its potential to completely shake up the status quo for electric vehicles." Leveraging the industry-leading battery technology found in the Chevrolet Volt and Spark EV, the Bolt EV concept was developed as a game-changing, long-range pure electric for all 50 states, designed to offer more than a GM-estimated 200 miles of range at a target price of around $30,000. The progressively styled concept vehicle features selectable driving modes for preferred driving styles, such as daily commuting, and it was designed to support DC fast charging. "We're proud that Chevrolet has decided to produce the Bolt EV here in Michigan at the Orion Assembly facility," Gov. Rick Snyder said. "Michigan unquestionably remains the global automotive leader.