ALEXANDRIA, VA - If you haven€™t seen it already, check out this Ford commercial. Next, read the letter NACS President and CEO Hank Armour sent to Ford President and CEO Alan Mulally regarding the message the ad is sending to consumers about the convenience and petroleum retailing industry.

Ford is obviously excited about some of features of its new 2011 Super Duty truck, but accusing retailers of essentially gouging customers at the pump is callous.

Amour wrote:

I€™m dismayed by the tone and implications of your commercial. While we support your efforts to market increased fuel efficiency, we believe you could make this point without casting unsubstantiated dispersions upon the convenience and petroleum retailers upon whom your customers rely on a daily basis. I can€™t imagine that you are telling the convenience and petroleum retailers that you depend upon that this is what you think of their business. I would expect Ford Motor Company to demonstrate a higher level of respect for hard-working American business-owners who fuel 80 percent of this country€™s vehicles.

Both of our industries rely upon service with a smile because we know that we must do everything possible to delight customers who can advance our reputations via word-of-mouth testimonials. We applaud you for the goal of increasing fuel efficiency, but trumpeting your advancements while incorrectly demonizing the industry that fuels your fleet is in extremely poor taste and judgment.

To date, Armour has not received a response from anyone at Ford regarding his letter, which is dated April 27, 2010. Feel free to send your own letter.