Auto manufacturers throughout history have advertised their new models, by both highlighting the improvements over previous models, and by indicating why they are superior to the competition. This strategy is especially seen in American made pickup trucks, likely due to the general purpose for buying one; to haul. Given that this is the primary purpose of a pickup, this leaves it up to manufacturers to build the best pickup, making the competition between companies incredibly high. Opening doors like new technology and refinements, down to what truck has the best towing capacity, the nicest ride, best fuel economy, and best looks. This is just skimming the surface of areas for companies to gain an edge. That being said, the distinction of what makes a manufacturer's pickup special, especially over their competition, is strongly highlighted in their advertisements.
Dating back to the early days of automobiles, advertising was key. In the early twentieth century, the new technology was revolutionary, and the demand for self powered vehicles was incredibly high. Three main companies popped up within an eight year period of each other, those iconic brands being; Dodge, General Motors, and Ford. All still thriving today, and still the main competition for one another. These companies found themselves working around the clock to find new ways to improve and better their vehicles, especially their pickups. The competition was somewhat of an obstacle but it was also a great opportunity to showcase the benefits of a particular model.
While advertising strategies have changed over the years, some elements have remained the same. Due to the nature of effectiveness, some truck ads have incorporated why they are better than the others. The term “best in class” is extremely common nowadays, and can even be seen in the selected Dodge ad from 2013. It seems to be more common to use terms like this that indicate a general statement of that trucks superiority, rather than specifically stating which brand or brands it is beating. This method is highly effective because it jumps right through the hoops of lawsuits with the other companies, while still implying a specific auto manufacturer. The idea behind this is that if the consumer is in the market for a new pickup, they will know the top three American truck brands and understand what the ad implies.
Starting with the ford advertisement from the late 1940’s, the purposes of the ad is made very clear. Starting with the image itself, it showcases the styling of the chilli red Ford, in a mucky farm while a man is unloading a full load of heavy feed from the spacious eight foot bed. The image shows off that while the truck is stylish it is still true to its roots of being a work truck. With American manufacturing know for its quality, and the revolutionary additions that Henry Ford himself implemented, the quote “Star Spangled New!” indicates that buying this truck is somehow a patriotic act, and indicates that this pickup is worthy of the greatest nation in the world. Moving the eye toward the bulk of the text, the use of exclamation marks is hard to overlook while reading about the newly refined model. To begin the Ford ad boasts about the new “145 H.P. engine” and an “up to 21,500 lb G.V.W. (Gross Vehicle Weight; meaning, truck included how much weight it can handle). Further down in the advertisement it is indicated that these numbers can be achieved with selected options, a fine print detail common in all car advertisements with numbers. After the first “star” bullet point explaining what this pickup is capable of, pickup truck wise, it moves on the highlight what is special about this particular model, how the interior is similar to your living room with comforts and luxurys that others may not have. Realistically this truck was far from luxury, but for the time it was rather well equipped. If anything, Ford saw an opportunity for advertizing their strengths over the competition with the inclusion of the interior bonuses. Truck refinement in this ad seems to be the theme though its entirety. Mentioning how most everything is “new” on the truck multiple times, with one “big exception,” that being Ford’s “truck building know-how.” They mention in the second big paragraph; “That’s not new with us.” This statement somehow sneakily puts the other manufacturers to shame with something that they cannot compete with. Brilliant.
It can be argued that back in the day, advertisements could be slightly more misleading than they are today, this is for a variety of reasons including newer laws and such. However shameless dissing on other brands has always been risky territory for auto companies because the response from the shund company may likely be an aggressive defence. It is fairly common for truck advertisements to be in response to a recent ad from the competition. If the new ad from company x says they are superior to company z in a certain field, company z will certainly respond with their advantages over company x.
Years after the Ford advertisement above, Chevrolet introduced the ad featuring the avocado green pickup in the spring of 1969. The ad features the new truck adventuring on the beach with words below reading “Compare Chevy pickup’s styling, ride, toughness and economy? With what?” A bold statement from the folks at General Motors, catching the reader's eye in its headline like text. This statement shamelessly claims that not only is this Chevrolet pickup the best among its competition, but rather it is miles ahead in every way. The idea behind this ad is largely to show the confidence that GM expresses that they have a quality automobile. It is a scientific fact that people are attracted to confidence, making this ad subconsciously very affective to its audience (people looking for a new truck). Who it then explicitly identifies in the next bit of print; “Let’s say you’re about to buy a new pickup…”
Again the primary focus for these ads seems to be toward people in the market for a new truck. As far as sales go, it is these advertisements to sell the buyer on at least considering what the brand brings to the table. Lesser seen in print ads, but common on television is the quote: “come test drive” car x. The hope is that the consumer will fall in love with the automobile first hand, after all, print and video ads are still limiting.
The newest of the three advertisements is Dodge RAM’s “throwback” ad. This advertisement features the ever refined dodge 3500 towing a camping trailer parked out in the woods in an old school style print filter. The large heading reads “Find Yourself,” then in smaller letters “in places where no one else can.” That last smaller statement is vastly important because it implies that this truck---and no other---gives you the customer the power to go places where inferior trucks cannot. The warm glow of the fire shows off the aggressive body lines of the truck, and draws the eye to the most colorful part of the ad; the truck itself. After the viewer sees this truck “in its environment,” the statements below are also intriguing to potential customers. “Best in class 30,000 L.B. towing. Best in class 850 L.B.-F.T. torque.” Obviously this is an important marketing technique for Dodge with their pickups. Proving once again that this is an effective and common strategy throughout history and even today.
Barely lifting the hatch on the truck advertisements over the past hundred years, it is pretty clear that between the three main American truck brands what is important. Being the “best in class” in any and all areas is not only what is necessary for their marketing, but it also continues to raise the standards for these automobiles. With numbers that do not lie, Ford, GM, and Dodge all use these strategies against one another in attempt to dominate the truck market in America.
Image Citations:
Compare a Chevy’s styling, ride, toughness and economy? With what? Advertisement. Life
Magazine. May 1969. Print.
Dodge Ram Trucks “Camping”. Advertisement. The Richards Group. Aug. 2013. Print.
Star Spangled New! Advertisement. Ford Motor Company. Sep. 1948: 52. Print.
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