DETROIT — Even as the Detroit automakers change and adapt to compete with electric vehicle leader TeslaThe Motor City is not perfect, but some things remain the same.

General Motors, Ford Motor StellantisAll three of the former Fiat Chrysler automakers are now moving towards electric cars, hoping to surpass Elon Musk’s company. The long-standing rivalry among the U.S. automakers is still alive. It’s particularly true in the competitive market for full-size pickup trucks, which are a key profit driver.

Consider, for example the last week’s events: Ford prepared to mark the F-150 Lightning Monday launch at a Dearborn plant, Michigan. GM and StellantisTheir archrival, the highly anticipated electric pickup, sought to seize the limelight.

The Chevrolet Corvette was confirmed by GM in an apparent surprise announcement just a day prior to the F-150 Lightning event. both hybrid and all-electric modelsIn the future. Industry watchers were expecting the announcement for some time. Although it was brief, it made it into the Lightning’s news cycle.

Stellantis Ram Trucks brand made it more open when they released a teaser on social media about their upcoming electric pickup.

Ford claimed that its competition are trying to outdo Ford by trolling. the F-150 LightningThe upcoming ‘, is expected to arrive on the markets at least one year ahead of the Ram and Chevy electric pickups.

“The F-150 Lightning product launch transcends the automotive world, becoming a cultural moment and a tipping point to America’s shift towards electric cars. “Of course, other people will attempt to get into that slipstream,” Ford Chief Communications Officer Mark Truby told CNBC.

A GM spokesperson declined to comment about the announcement’s timing, but stated that “it’s only natural for the world to pay attention when Corvette goes electric,” and also highlighted the company’s other upcoming EVs. Ram did not respond to the request.

Chevy began a nationwide ad campaign to highlight the strength of Ford’s aluminum truck beds in 2016, literally drilling holes with other tools. Four years prior, in a Super Bowl ad Chevy drivers survived about the Mayan apocalypse. However, “Dave,” an owner of Ford, did not.

Vines stated that executives from the automakers are driven to outperform their Motor City counterparts.

These corporate rivalries don’t just exist in the automobile industry. However, the love that car owners have for their brands is unmatched. This is a big business for merchandising and ensuring long-term brand loyalty.

GM seemed to love taking pictures at Ford’s best-selling F-Series pickupsFord touted the F-150, along with its bigger siblings, as a $42 Billion franchise.

It is because of this fierce rivalry that auto manufacturers will provide lucrative incentives for customers who want to switch brands. Vines says it also encourages innovation.

That’s great for American consumers. Vines stated that these people, those men and women are determined to build the best product possible in order to take away customers. That’s an amazing part of the industry. “We are always looking for the right customer.”

Sometimes, rivalries go back many decades. They can even last generations.

Ford CEO Jim Farley was born to a grandfather who worked at the company. He has been passionate about his work for companies throughout his career. Farley was quoted in “Once Upon a Car”, a book by Bill Vlasic of the New York Times, as having stated that he wanted to beat “Chevrolet” with a bat.

Farley apologized later for his remarks and publicly showed respect for his competition. They and their company are the worst. It’s disgusting that they are succeeding.”

While GM executives haven’t been as public about their opinions of Ford, the automaker’s top executives — CEO Mary Barra and President Mark Reuss — both had parents who worked for the automaker. They have worked exclusively at the automaker throughout their professional careers.

Farley added that the company plans to “challenge Tesla and all other comers to be the top EV maker worldwide.” is determined to be the top-selling automaker for EV pickupsMusk’s company is in decline.

Barra, at GM has a completely different perspective: “I’m very comfortable because people get into.” [our vehicles]Barra stated, “They just are just amazed.” told CNBC last year. We will roll them out, and then we’ll just continue to work until No. 1 market share for EVs.”