Ford is demanding that rival General Motors pull a Super Bowl commercial that implies the Chevrolet Silverado pickup is more dependable than the Ford F-Series.
But GM stands by the ad and says it will run during Sunday's game.
In the ad, a driver in a Silverado navigates a post-apocalyptic scene. When he meets up with some friends, he notices one is missing. It turns out that friend was driving a Ford.
GM says R.L. Polk data shows Silverados remain on the road longer than other pickups. But Ford says it has the most pickups with 250,000 miles on them.
Ford may have the last laugh. The F-Series has been the best-selling truck in the U.S. for 35 years, and outsold the Silverado by nearly 70,000 trucks last year.