Also, Ford has been advertising the popular EcoBoost option on its F-150 trucks, touting the fact that its best-selling vehicle provides not only segment-leading fuel economy but also towing and performance capabilities that pickup-truck owners demand.

FORBES: In a Twist, Traditional Ads Launch Ford Into 'And Not Or'

Chevrolet plans to launch a new version of Silverado in the second quarter, and Ford is counting on the sales bump crated by its EcoBoost gasoline-powered option to keep momentum behind the segment-leading Ford F-150 for a while.

FORBES: Forces Of Diesel Pick Up Major New Ally in Ram 1500 Version