The Super Bowl ad for the Chevrolet Silverado shows that the rivalry between Chevrolet and Ford still rages strong. But is there room for another brand or two to mix it up in the battle for pickup supremacy? Not according to General Motors marketing chief Joel Ewanick.

Fox News reports that Ewanick said during a web chat on Jalopnik that "the two big players are Ford and Chevy." Ewanick added that it's like a presidential debate, saying "We want to have it with the other strong candidate – and we want to engage them and want them to engage us."
A quick look at the numbers shows that Ewanick has a point. The Ford F-Series was the top dog in 2011, with 584,917 trucks sold. The Silverado came in second with 415,130 sales, but if you add the nearly identical GMC Sierra, General Motors makes the battle much closer with 564,300 unit sales. That's more sales than the Toyota Tundra, Ram full-size and Nissan Titan combined (even without the Sierra.)

The Ram, also an excellent pickup, finished a distant third with a reported 244,763 sales. Still, Ram brand spokesperson Dave Elshoff insists that Ram trucks remain part of the equation, adding "across much of the west – where trucks are worked hard – it's Ram that's either number one or two in market share."

We're not so sure that the truck battle is Chevy versus Ford and then everybody else, but it sure is nice to see GM and Ford getting a little chippy. It's a good bet that the chatter grows louder as the next generation Silverado and F-150 hit the auto show circuit in about a year.


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  • 58 Comments
      Basil Exposition
      • 2 Years Ago
      I can understand dismissing Titan and Tundra as "also-rans", but not Ram. This kind of complacency is not good policy. GM should know.
      tylermars.design
      • 2 Years Ago
      yea, uhhh, way to twist the facts there, it was a little Q&A in which jalops got to ask him questions.......this is blown way out of proportion.
      Rick Herbert
      • 2 Years Ago
      Let me go out on a limb here....this guy is short...am I right?
      detGT
      • 2 Years Ago
      he is an idiot. he will change his mind tomorrow like always. douchebag
      dviper92
      • 2 Years Ago
      And this is why you are losing market share to Asia.
        • 2 Years Ago
        @dviper92
        [blocked]
      Jonathan
      • 2 Years Ago
      GMC is such a waste. All the money that General Motors could save on advertising and marketing could go into making a better Silverado, Traverse, Equinox and any other rebadged trucks. No one cares if they drive a Chevrolet as opposed to a GMC. No consumer is going to cross shop to Ford, Toyota or Nissan if GM only offered Chevrolet. At least get rid of GMC all together and at the Chevrolet Dealership offer the GMC option which would be 3 name badges changes taped on.
        • 2 Years Ago
        @Jonathan
        [blocked]
          Joe
          • 2 Years Ago
          They make a profit, but the question is, "if GMC were to go away, would GMC owners buy Chevys?" I think they would. Based on that, it might be a waste unless the premium price makes up for the additional effort. It actually makes more sense to me that they would discontinue the Chevy trucks, kind of like Ram is the Chrysler truck line. With that said, I just can't say Ram 1500. It's Dodge Ram 1500.
          • 2 Years Ago
          [blocked]
        RZ-Civic
        • 2 Years Ago
        @Jonathan
        I agree, given Chevrolet's trucks resonate better than GMC. The one thing Chevrolet would need to do is to introduce a top level trim in order to maintain a competitive presence against the F-150 Platinum/King Ranch and the Ram Laramie Limited/Longhorn.
      TMTexas
      • 2 Years Ago
      Of course GM would try to dismiss Dodge trucks. He knows the Isuzu Duramax is inferior to the Cummins and also knows the Dodge trucks have consistenly come out with technology and styling breakthroughs far and away better than GM's trucks. I see a lot more GM and Ford trucks in fleet use than Dodge, would love to know the sales break down. Being able to move more metal at a fleet discount doesn't mean you build a better truck, it means you build a cheaper truck and that's the name of the game for fleet truck buyers.
        Mr Clickerson
        • 2 Years Ago
        @TMTexas
        Don't know why you were voted down... To an extent, you are right. Dodge makes an excellent truck but many people are too shy to stray away from what they think they've known. Nearly everyone (exaggeration) thinks that the half ton transmission problems of the 90's accounted for ALL transmissions in all Chrysler vehicles, and like to believe that because of that, Chevy and Ford are somehow better. I work for a company with a fleet composed entirely of Fords, aside from their Isuzu/Mitsubishi fleet of cabovers, and I'll tell you that not a single one- not even the newest 2011 models we have, has not given us problems. Break downs and electronic issues are the norm for these trucks and its disgusting how much my employers have spent repairing them.
          Titansfan1967
          • 2 Years Ago
          @Mr Clickerson
          Your comments are well understood but you forgot about resale value. Dodges fit and finish. The Silverados has the best fit and finish than all pick-ups and Chevy is detail about there trucks.
      SBC2
      • 2 Years Ago
      I here a bit of arrogance.
        caddy-v
        • 2 Years Ago
        @SBC2
        Grammar challenged? Or did you mean to say, "I done here'd me a bit of that aoorgance"?
      ToniCipriani
      • 2 Years Ago
      I've said this all along and I'm gonna say it again: GMC should've got the axe, not Pontiac.
      jh
      • 2 Years Ago
      I have driven dodges for 25 years without any issue's and I use it hard but do at the maintiance , My friends silverados are always breaking down .All three pickups are good . When mine reaches 250K i will replace it with anoher Ram without even thinking about i will check out ford and chevy to keep dodge honest ,but more than likely i will be rollin in a 3500 Larimie limited cummins . Dodge builds a good truck some people cant seem to get that in their heads
        imtoomuch1
        • 2 Years Ago
        @jh
        You're in the minority. Dodges are not durable or reliable.
        Mike
        • 2 Years Ago
        @jh
        Yes their trucks have gotten alot better. When i was in contruction we had 4 Fords and 3 Dodge diesels we ran with over 200k all early 2000's model year. The Fords would have small issue now and then with a fuel pump or something small always with the Diesel engine. The Dodges would never have an issue at all with the motor but the rest of the truck always had something falling apart or breaking and wearing out like bearings, electrical, ac, u name it after about 50k. But i have herd theyhave gotten alot better in recent years. But everyone always has their stories and they always differ from person to person.
          jh
          • 2 Years Ago
          @Mike
          i have had good luck with Dodges some minor issues but some were my fault . I think any truck if it is serviced right will last . I use my truck in construction so if it doesn't work i don't work. Some guys just get the wrong truck for the job and blame the truck . My 2003 ram hd has been a great truck i hope the next truck i get will be great too. As for the Toyota Tundra No 8' bed with a crew cab is a deal killer . Plus i don't know 1 person who shows up in one to do any real work. It is a nice(poser) truck but i tend to think of it as the Ridgeline of trucks . When the real work has to get done it is done by the big 3 that is just a fact JMHO
      MKIV
      • 2 Years Ago
      The same way they once believed there is only one car company. How did that worked out?
        • 2 Years Ago
        @MKIV
        [blocked]
      illegalmachine2
      • 2 Years Ago
      Chevy's truck interiors are years behind Ford and Ram (never thought I'd say that). The F-150 Platinum and Ram Laramie are just in a different class than the maxed out Silverado (LTZ!?). They really have a lot of work to do.
        RedHoodJT
        • 2 Years Ago
        @illegalmachine2
        Not just the Chevy Truck interiors. ALL CHEVY INTERIORS. Have you compared a 2013 Mustang GT interior to a 2012 Camaro SS interior? LEATHER, SOFT TOUCH MATERIALS, PREMIUM PLASTIC vs 150% plastic. As time goes on, Chevy will always be 15 years behind the competition when it comes to interior quality. Yeah they might know how to make a good engine, but wow they really want to save those extra $$ by cutting quality.
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