Critics and Competitors Call Out Chevrolet Reliability Commercial

Chevrolet’s latest ad campaign asked a series of competitor owners for their reactions to the news that the Bowtie Brand was more reliable than Toyota, Honda, and Ford. Naturally, they were surprised. As were some consumer groups, including Massachusetts-based advocacy group Consumer World, who then called for GM to pull the ad.

There’s a disclaimer at the bottom that says that the survey is based on 2015 model-year cars. A survey commissioned by the automaker, not the usual J.D. Power or Consumer Reports data you’ve likely seen countless times. The results conflict with some other consumer surveys, notably Consumer Reports‘ own reliability survey that covered 500,000 vehicles and put Chevrolet at the lower third of the industry.

The Detroit News reports that it was also disputed each of the named competitors. They demanded that GM stop the ads. Chevrolet, of course, didn’t agree. “Chevrolet stands by the reliability claim and the ad remains in the brand’s toolbox but we have decided to take it out of the regular rotation at this time to launch new Silverado creative,” Chevrolet said in an emailed statement to The News. “We have not altered our marketing campaign because of any concerns with the accuracy of our ad content.”

Though it’s still currently available on the company’s YouTube channel, it’s not listed. Meaning you have to have the link to watch it. So it’s effectively been removed. It’s also been removed from TV after Chevrolet hinted that it was part of the transition to truck ads.

But that doesn’t mean it’s not accurate. After all, TV networks won’t run ads without a certain level of evidence to back claims. There are rules about this sort of thing. Chevrolet had a survey done and got 48,679 replies. They defined reliability as “the percentage of vehicle owners who reported they have not repaired or replaced any vehicle components in the past 12 months
(excluding fluids, filters and those related to accident/collision).” Which seems like a reasonable measure of reliability. And it was conducted by Ipsos, a leading market research company.

So are Chevrolet vehicles more reliable? It depends on who you ask. And what you ask them. Now we want more details on those “90 percent of trucks we’ve sold since before you were born are still on the road” type claims.

[source: The Detroit News]

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