Chevrolet “Most Reliable” Ad Pulled After Being Challenged By Toyota, Honda, And Ford
Earlier this year, Chevrolet released a commercial basically claiming that it topped Honda, Toyota, and Ford as the “most reliable” brand on the market. You may have seen it after the holidays while browsing the channels – the one where Chevy uses “real people” and surprises them when they unveil Chevrolet vehicles as the most reliable car.
Toyota wasn’t having it, and the ad has since been pulled. Supposedly, Chevrolet made this reliable claim based on a super limited survey sent to owners of 2015 model year cars. With Chevy now focusing on the new Silverado lineup, they didn’t seem to put up much of a fight pulling the ad out of rotation. It also might have to do with the selective data they used from 3-4 years ago that couldn’t possibly be used as a credible claim of them being “most reliable”.
According to Jalopnik, Chevrolet responded with:
“Chevrolet stands by the reliability claim and the ad. The ad is part of a series of creative executions of our campaign that we have been using to promote the brand overall, the all-new Silverado, our crossovers and the most affordable vehicles in our lineup. We regularly make adjustments to our advertising and media strategy to support our business needs and it should be no surprise that our primary focus is on launching our all-new Silverado, therefore we will be debuting additional new Silverado creative in the coming week that will take the place of the reliability ad. We have not altered our marketing campaigns because of any concerns with the accuracy of our ad content.”
According to The Detroit News, Honda and Ford also sent lawyers after Chevrolet challenging the company to halt the advertisement and this so-called reliability claim. GM’s lawyer came back saying that they will now focus on the new line of Silverado pickup trucks and that the ad had been pulled nationally and locally. It was being aired in Detroit during the huge Detroit Auto Show (NAIAS). The commercial has since been pulled from the company’s official YouTube channel as well.