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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.

Ford Gets The Aluminum F-150 Ready For Prime Time

Russell Barnett, a Ford dealer in Tennessee, is ready for aluminum. Ford is using the metal almost exclusively in body of the 2015 version of its best-selling F-150 pickup, which starts arriving at dealerships next month. Barnett is already answering customers' questions about the truck. And he's updated his repair shop not only for the F-150, but in anticipation that other Ford brands such as the Mustang will eventually make the switch from steel. But, just in case, he ordered some extra steel-bodied 2014 pickups. "There will be some people who won't want to change for a while," says Barnett, who says pickups make up around half of the annual sales at his dealership in rural Winchester. Ford is doubling down on aluminum, which is lighter - and more expensive - than steel but just as tough. The new truck is the company's response to customers' requests for a more fuel-efficient and nimbler pickup. Fordhopes the advantages outweigh customer doubts about the durability of aluminum or potential repair costs for the pricier metal. It's a big risk. So far this year, one out of every three vehicles Ford sold in the U.S. was an F-Series pickup. Morgan Stanley estimates F-Series trucks account for 90 percent of Ford's global automotive profit. On Tuesday, it kicked off production of the new truck at its Dearborn Truck Plant, four miles from the company's headquarters. "Yeah, this is a risk, but it's one well worth taking." said Bill Ford, the company's executive chairman, as he stood alongside the assembly line. "For our customer, this is a big, big leap forward." The trucks have been the best-selling vehicles in the U.S. for 32 straight years; last year, Ford sold nearly 100,000 more full-size pickups than General Motors. Aluminum isn't new to the auto industry, but this is the first time it will cover the entire body of such a high-volume vehicle. Ford made 647,697 F-150 pickups at its two U.S. plants last year; that's one every 49 seconds. If Ford's bet pays off, it could pad its lead in the lucrative truck market. More importantly, aluminum "future proofs" the truck - and the company - in an era of rising fuel economy standards, says Karl Brauer, a senior analyst with Kelley Blue Book. Ford will announce the truck's fuel economy figures later this month. That could determine if it steals customers away from the Silverado or Ram. Truck buyers are among the most loyal in the auto market.

Former Cadillac boss Butler takes Ford tech job

When Don Butler made the surprising decision to leave his post as Cadillac's VP of global strategic development, it was a surprise. Citing a desire to "recalibrate, reassess my priorities" in that August announcement, it wasn't entirely clear where Butler - a virtual General Motors lifer after spending nearly 30 years with the company - would end up. Turns out he took a trip to Dearborn.
Butler has taken a position in the newly created position of Executive Director of Connected Vehicles and Services at Ford, where he'll be responsible for the Blue Oval's global connectivity strategy. "Not only does Don understand the connected car landscape, but probably just as important, he understands customer expectations," said Raj Nair, who, as Group Vice President of Global Product Development, is Butler's new boss. "Having a leader with technology experience both inside and outside the industry is a rare combination - we're excited to have Don join our team."
As Ford has received its fair share of flak for the sometimes recalcitrant MyFord Touch infotainment system and its Sync voice-controls, it appears that Butler has his work cut out for him.