[varaon]

(Canadian here, but the ads are similar and we get lots of US channels.)

>At most, they would say "our fuel consumption is X lower than the nearest competitor".

This is what usually happens. It's only when a competitor is so well-regarded that people wouldn't even consider the company running the ad that they mention names.

For example, fuel econonmy and the Prius and almost inseparable in people's minds thanks to good marketing, to the point that someone shopping for an efficient car would probably not even consider Ford unless you challenged their assumptions with a surprising fact (that the Ford had better MPG than the Prius).

It's like the "Droid does" ads (http://www.youtube.com/watch?v=e52TSXwj774) - the iPhone was so dominant that they basically had to say, "You think that Apple/Toyota is the best in this field? Well guess what, we're better!"

[fluidcruft]

In the prius example, my hunch is that when doing tests the the generic terms (things like "nearest competitor") failed to elicit comparisions with the prius. Prius already has a not-a-regular-car cache so my guess is they had to use prius as the generic term. Or they were specifically targeting people that were already seriously considering the prius. Prius may be on the way to becoming another kleenex.