According to a recent Brandweek article, Chevy dealers are tired of waiting around for GM to dispute Toyota's Tundra claims, and they're doing something about it with a series of ads attacking Toyota and its pickup.
One radio spot written by Mark Frost, general manager of Jim Ellis Chevrolet in Atlanta, claims Toyota recalled more vehicles in 2007 than it sold. "Folks, the reality is Chevrolet is better for you, your pocketbook and America," the ad says. Frost is well-known in the area for displaying a Toyota Camry in front of his dealership. Oh yeah, it's crushed beneath a Chevy Silverado. A Toyota representative called the recall claims "ridiculous."
The Chevrolet dealer network is also circulating an e-mail attempting to discredit one Tundra ad claiming the truck is pulling 10,000 pounds up a steep grade. The e-mail claims the Tundra did not, in fact, pull a trailer loaded with 10,000 pounds of brick, but instead hauled a 5,000 pound trailer and itself (another 5,000 pounds) to equal the claimed 10,000. Busted! But wait. The ad's producer says it can document and prove the trailer was actually loaded with 10,000 pounds. Snap!
It's really a shame to see Chevrolet dealers stoop to this level. Seriously, what do they fear? In February, Toyota only sold 10,000 Tundras to Chevy's 59,000. We say the best way to sell vehicles is to present the facts (facts, not propaganda) to the customer. With enough truthful information, buyers should be able to at least choose the best vehicle for their needs, if not the best vehicle period.