GM and Ford Square-Up for Leading Auto Brand Title

15 February 2006

Chevrolet is the USA's top-selling marque for 2005, claims General Motors.

"Tis not," says Ford.

"'Tis too," insists GM.

So miffed at the claim is Ford executive Jim Cain that he not only threatens to take his bat and ball home but, by gosh, he's gonna write to GM's pop demanding he cease claiming that Chevrolet is America's number one brand.

"Our numbers are bigger than your numbers," taunts Ford's Cain, citing data released by R L Polk that shows Ford's blue oval brand had more 2005 vehicle registrations than GM's Chevrolet.

"Sucks to Polk data!" (or words to that effect) retorts GM executive director of global market and industry analysis Paul Ballew. GM, he says doesn't rely on vehicle registrations for sales figures because there is often a time lag between when a vehicle is purchased and when it is registered.

"We plan on continuing to advertise that Chevy is the number one brand because we are proud of that victory."

So, chaw on that, loser!

Refereeing this junior version of WWF Slamdown is Autodata Corporation. Its verdict? Chevrolet's total auto sales for 2005 were 2,651,125, while Ford-branded cars sold 2,634,041.

Maybe in a harsh grown-up world, GM can be forgiven its jubilation at beating Ford to the top spot - the first time it has done so in nineteen years.

To ram home its victory, GM has launched an ad campaign highlighting its number one status. For the Winter Olympics, Chevy's main ad slogan is: "America's Brand Supports America's Best."

Or "nah, nah, nah-nah-nah!"

Data sourced from Wall Street Journal Online; additional content by WARC staff