Chevrolet last month let fly a harshly critical advertisement aimed squarely at the Ford F-150 full-size pickup and its “easily-damaged” aluminum alloy truck bed, rehashing an age-old rivalry between Chevy’s Silverado and the Blue Oval’s latest half-ton truck offering.
Despite this, the Ford F-150 seems to be utterly undeterred in the marketplace, with sales of the full-size pickup surging nearly 29 percent last month, according to Automotive News. “We had a sensational F-series month, particularly with F-150,” said Ford VP of US Marketing, Sales and Service Mark LaNeve, during a conference call with analysts. “It’s just been a continuation of what’s been a great story with this new product.”
Through the first six months of 2016, the Ford F-150 outsold all eight Ford- and Lincoln-branded car nameplates combined, with 395,244 unit sales to 391,273. The rest of the Ford vehicle lineup fared less favorably, showing a 0.8-percent decline overall from June 2015, with a 12 percent drop in car sales.
Mr. LaNeve said that ads like the one Chevrolet began airing in early June are “not unusual” in the pickup space. The Ford F-150 is “the clear market leader,” he said. “They’re going to try things. They tried this, and the numbers speak for themselves.”