General Motors is amping up its attack on Ford’s highly touted, aluminum-intensive F-150 in a bid to gain dominance in the hugely profitable full-size pickup segment.
The YouTube web spots – which may soon turn into a network TV campaign – rely on a 700-pound bear, a fake superhero and NFL broadcaster Howie Long in a bid to portray Ford’s new truck as too costly for the average owner to maintain.
The stakes are huge. Full-size pickups are some of the most profitable vehicles in the industry. Ford has long dominated the segment with its F-Series line-up, but some analysts say it may be vulnerable in the wake of the switch from steel to aluminum for the 2015 model-year.