Ford CEO Jim Farley will speak on April 26, 2022 at the Ford Rouge Electric Vehicle Center in Dearborn, Michigan, about the launch of the all-new Ford F-150 Lightning Pickup Truck. The F-150 Lightning will be the first full-size all-electric pickup truck to be sold in the mainstream US market.
Bill Priano | Getty Images
Detroit — Even when Detroit car makers are changing and adapting to compete with electric car leaders TeslaSome things in Motor City remain the same.
General Motors, Ford Motor When Stellantis (Formerly Fiat Chrysler) is all turning towards electric cars and trying to win sales from Elon Musk’s car company. Still, long-standing competition among the three US automakers is alive and well. This is especially true of the fiercely contested full-size pickup truck market. This is the driving force for their great profits.
For example, take a look at last week’s event.With GM as Ford was preparing to celebrate the launch of the F-150 Lightning Tuesday at its Dearborn, Michigan plant. Stellantis We aimed to be in the limelight from their archival and its long-awaited electric pickups.
The day before the event, in the electric shock of the F-150 Lightning story, GM confirmed that the Chevrolet Corvette would be offered out of nowhere. Both hybrid and all-electric models In the future. The announcement, which industry spectators have been hoping for a while, has been neglected in detail, but won the GM in the Lightning news cycle.
Stellantis’ Ram Trucks brand has released the next electric pickup teaser video on social media, making it more transparent about its intentions by saying, “It’s time to steal lightning.”
Ford said it was natural for competitors to troll F-150 LightningChevy and Ram’s electric pickups arrived on the market at least a year ago.
“The F-150 Lightning is one of the rare product launches that transcends the world of automobiles and is a cultural moment, and is called the turning point in the transition to electric vehicles in the United States. Of course, others. Is also trying to get into it. Slipstream. ” Ford’s Chief Communications Officer, Mark Tolby, said in a statement to CNBC.
A GM spokesman declined to comment on the timing of the announcement, but while promoting the company’s other upcoming EVs, “it’s no wonder the world is paying attention when confirming that the Corvette will be electric.” rice field. A Lamb spokesman declined to comment.
Last week’s announcement is just the latest example of a long-standing tradition of companies trying to connect and talk with each other. Automakers have a large number of public relations and marketing specialists. The job involves getting your car talked about.
“I think this competition started in 1931. Don’t behave like it’s new,” said Jason Vines, a former car PR executive known for his over-the-top debut at the car show. “It’s bloodthirsty, and it’s beautiful.”
A vine that worked at various times in Ford, Chrysler and Nissan said Chevrolet crashed the event with the new Chevrolet Camaro on a flatbed truck when he was part of the launch of Chrysler’s Dodge Challenger. rice field.
In 2016, Chevy launched a national advertising campaign targeting the durability of Ford’s aluminum truck beds, literally drilling holes with tools and the like.And four years ago Super bowl ad The Chevrolet driver survived the predicted Mayan apocalypse, but Ford’s owner, Dave, did not.
According to Vines, automaker executives are living to beat Motor City’s competitors.
While such corporate competition is not unique to the automotive industry, some car owners are undoubtedly unique in their passion for the brands they drive. It’s also a big business not only in merchandising, but also in maintaining brand loyalty among buyers.
GM seems to have enjoyed the shot in particular Ford’s best-selling F-series pickupsIncludes the F-150 and its larger siblings, which Ford advertised as a $ 42 billion franchise for automakers.
All-electric Chevrolet Silverado at the New York Motor Show on April 13, 2022.
Scott Murin | CNBC
The fierce competition also helps explain why car brands offer lucrative incentives to invite buyers to switch brands. According to Vines, it also drives innovation.
“Beauty is great for American consumers. These people, these men and women, are hungry for making the best products they can to rob each other of their customers.” Vines said. “It’s a beautiful part of our industry. We’re looking for customers.”
In some cases, rivalry dates back decades and lasts for generations.
Jim Farley, Ford’s CEO, whose grandfather worked for the company, has always been passionate about the company he worked for in his career. In particular, in the 2011 book “Once Upon a Car” by New York Times reporter Bill Vlasic, Farley said he planned to enjoy hitting “Chevrolet above his head with a bat.” It has been reported.
Farley, who later apologized for his comments and paid homage to his competitors, was the head of the automaker’s marketing department at the time. I say it in the book. “I hate them, their company, and what they represent, and I hate how they succeed.”
Mary Barra, CEO of General Motors, will attend the annual Allen and Company Sun Valley Media Conference on July 12, 2019 in Sun Valley, Idaho.
Brendan MacDermid | Reuters
GM executives haven’t made much publicity about Ford’s views, but the automaker’s CEO Mary Barra and President Mark Royce both had parents who worked for the automaker. And they have worked exclusively at car makers during their careers.
Michelle Krebs, executive analyst at Cox Automotive, said Detroit carmakers don’t have to focus on each other if they want to succeed in EVs. He said that over-focusing on each other and underestimating newcomers is part of the reason they lost their position in the US market. It’s also the way Tesla was able to dominate the EV market.
“Especially with GM and Ford, there’s this focused focus, but we always know if one is planning a big announcement, but the other tries to thwart it with another,” she said. rice field. “But at the same time, as you know, the rest of the world is continuing and competitive.”
Detroit car makers are definitely looking at Tesla, which Farley himself trolled at last week’s Lightning event, and that the pickups can charge Tesla. He also hinted that Ford trucks are thousands of dollars cheaper than “competitor trucks whenever they actually sell” — a long-delayed Tesla Cybertruck bargain.
“We plan to challenge Tesla and all our visitors to become the world’s top EV manufacturer,” Farley added. Decided to become a top-selling car manufacturer of EV pickups I will challenge the sale of the mask company.
Of course, at GM, roses have a different perspective. [our vehicles]They are just surprised “, Rose I told CNBC last year.. “So we will roll them out and continue to work until we have the No. 1 market share in EVs.”