Final Inspection

Hey, Ford ... Unleash Leary!


The auto industry is a cut-throat business and over the last century few companies have drawn more blood in the marketplace than Ford.

So why is this venerable brand sobbing to its lawyers like a tear-faced toddler running for his nanny’s apron?

In a GM ad aired during this year’s Super Bowl telecast, a grizzled Chevy Silverado owner tweaks the considerable noses of Ford’s F-Series pickups.

Silverado-man suggests a counterpart was none-too-smart because he chose a Blue Oval truck over one with a Bowtie. And to back up the dig, GM cites vehicle-registration data between 1981 and 2011 to demonstrate the Silverado is “the longest-lasting, most dependable truck on the road.”

Against this backdrop, the F-Series has been America’s best-selling vehicle every year since God made dirt and the truck's recent safety ratings trump Silverado’s.

Did Ford then craft some clever response for its premier pickup pitchmen, smash-mouth comedian Denis Leary or kick-butt country singer Toby Keith?

No, it called the suits who threatened to “take all appropriate steps” to make GM stop the teasing.


Ooooooh. Bet that scared GM.

Silverado owners now are laughing themselves silly while their F-Series foils got thrown under the bus.

C’mon, Ford! Don’t get mad, get even.

Discuss this Blog Entry 8

on Feb 6, 2012

Chevy's ad. Let me see - it's post Apocalyptic U.S.A. There are no women, all that's left to eat is Twinkies, and it's raining frogs. Think I'd rather have been driving a Ford truck and be dead!!!

on Feb 6, 2012

I say Ford should unleash Leary with a slanderous ad of their own and put an end to it. I always thought the Detroit OEMs had a gentlemens agreement to never mention the other by name in an add (or at least take off the labels/emblems of the vehicles). Looks like the gloves are off. Unless you take Chrysler's Eastwood ad as a "let's all play nice together' piece.

on Feb 6, 2012

I'm just happy to see that a fist fight between Ford and Chevy once again can draw a crowd.

on Feb 7, 2012

In the words of Shooter McGavin, "You know what else could draw a crowd...?"

Eric Mayne (not verified)
on Feb 6, 2012

@mlongme4: LOL!!!

on Feb 9, 2012

It's ever thus... #1 doesn't dignify its competition by name. The wannabe's do mention their #1 competitor so they can be seen as being in the same league.

This strategy works for beer.. deodorant.. and trucks too!

on Jul 24, 2012

Chevy Silverado 2012 ad is definitely more entertaining, it keeps me captivated and that's one of the reasons why I'll Go to Reedman-Toll Chevy and have a closer look at this car. I've been planing to get a new truck anyways and if I'll decide to actually buy a Chevy then I'll have the feeling I own a cool car indeed.

on Jul 30, 2012

Wow so this is how you put ads together with Chevy vs Ford. It's competition is widely recognized for many years if which pickup truck accessories can last longer. Chevy in my opinion is one of the most widely used truck in North America while the Ford F150 is being recognized the same but with new tweaks on its engines and durability which continues to improve with their new models.

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What's Final Inspection?

WardsAuto editors share insights and observations on the global auto industry.


David E. Zoia

As Editorial Director, I oversee much of what goes into, enjoying a ringside seat that lets me observe up close just about every facet of the industry worldwide. I have covered the...

James M. Amend

James Amend is an associate editor at, covering day-to-day business and product news at General Motors. He also leads coverage of regulatory and environmental issues, as well as the...
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