GM Patents 'Man Step' After Criticizing Ford For Selling One
General Motors loves to poke at its competitors, especially when it comes to trucks. We’re all familiar with its recent barrage of ads attacking Ford for using aluminum in the F-150’s bed, but another ad from 2009 may be coming back to bite them.
The ad in question made fun of a new feature that extended a step and handle from the tailgate of the F-150. Chevrolet didn’t have anything similar at the time, so it decided instead to make an ad mocking the step and making it seem like a feature for unmanly weaklings. Chevy resurrected a similar feature in the bumpers of some trucks a few years later, though a recent set of patents shows the automaker is almost replicating the step they ridiculed eight years ago.
The first patent, titled “Multi-Panel Hinged Endgate Assembly With Edge Support For Step Panel”, was published in October of last year and shows a two-piece tailgate with an upper portion that folds out to become a step. The step shown in the diagram is similar in theory to the earlier Ford step, but instead of sliding out of the top of the tailgate, it uses a multi-hinged panel to drop down — providing additional surface area to step on.
The second patent, titled “Tailgate Assembly With a Step Assist Handle,” was published just a few weeks ago and brings the design much closer to the earlier one. This patent shows the step assembly from the earlier diagram, but adds a retractable handle for the user to hold on to as they are entering or exiting the bed.
Chevy must not think that the feature is wimpy any longer, since it decided to put time into developing this solution. I am sure that, if it goes into production, there will be some long explanation on how this version of the step is better than all of the others. Perhaps GM should let its engineers work on a solution before deciding to respond with critical marketing.
I’m sure this won’t be an isolated case and that we’ll see a similar pie-in-the-face situation when GM eventually decides to move to aluminum beds.
(Edit: Chevrolet originally had a bumper step feature on the GMT805 Avalanche starting in 2001, as pointed out by commenter APaGttH)
[Images: General Motors]
More by Bozi Tatarevic
Latest Car Reviews
Read moreLatest Product Reviews
Read moreRecent Comments
- ShitHead It kicked on one time for me when a car abruptly turned into my lane. Worked as advertised. I was already about to lean into the brake as I was into the horn.
- Theflyersfan I look at that front and I have to believe that BMW and Genesis designers look at that and go "wow...that's a little much." Rest of the car looks really good - they nailed the evolution of the previous design quite well. They didn't have to reinvent the wheel - when people want a Mustang, I don't think they are going to cross-shop because they know what they want.
- Theflyersfan Winters go on around Halloween and Summers go on in late March or early April. However, there were some very cold mornings right after the summers went on that had me skidding a bit due to no grip! I do enough (ahem) spirited driving on empty hilly/mountain roads to justify a set of sticky rubber, and winters are a must as while there isn't much snow where I am (three dustings of snow this entire winter), I head to areas that get a bit more snow and winter tires turns that light, RWD car into a snow beast!
- SCE to AUX My B5.5 was terrible, but maybe the bugs have been worked out of this one.
- Zerofoo 5-valve 1.8T - and OK engine if you aren't in a hurry. These turbocharged engines had lots of lag - and the automatic transmission didn't help.Count on putting a timing belt on this immediately. The timing belt service interval, officially, was 100,000 miles and many didn't make it to that.
Comments
Join the conversation
The Studebaker Wagonaire offered a optional tailgate step. Revolutionary for its time. https://s-media-cache-ak0.pinimg.com/originals/a2/4e/d3/a24ed3ae375b830410760ad83f20cbd8.jpg
We need these steps. I'm in the building industry and a lot of the best field guys are getting old and physically wearing out, just as pickups have gotten absurdly tall. You can't reach in from the side anymore, and climbing into the back isn't as easy as it should be. Making fun of it was a dumb move. Copying it, a good one.