SBD/November 30, 2012/Marketing and Sponsorship

Chevrolet Unveils New "SS" Model To Debut In '13 NASCAR Sprint Cup Series

Chevy was the last manufacturer to introduce its Sixth Generation Cup car
Chevrolet on Thursday unveiled its '13 NASCAR Sprint Cup series car, which will bear the moniker of the SS performance sedan that will debut next year. The SS replaces the Impala as the model name Chevy will use in NASCAR's top series. The Impala was used from '59-64 and again in '07-12. The limited-production version of the '14 Chevy SS will be available in late '13 (Chevrolet). In Detroit, Melissa Burden noted Chevrolet "expects the new vehicle to help bolster its position with performance cars" (DETROIT NEWS, 11/29). ESPN.com's David Newton noted Chevy "went with a theme of a return to being relevant on the showroom floor, just as other manufacturers have done in unveiling their new models." NASCAR President Mike Helton said that it was "a milestone for the sport." Newton wrote the new car "in many ways is an admission that the common template Car of Tomorrow that was introduced in 2007 was a mistake in that it took the stock out of stock car racing." NASCAR driver Jeff Gordon said, "Race cars should always be street cars on steroids, and that's what we have now." Hendrick Motorsports Owner Rick Hendrick said that the new car "hopefully will give fans incentive to buy more cars that are on the track" (ESPN.com, 11/29). USA TODAY's Nate Ryan notes Chevy "was the last of three manufacturers to introduce its Sixth Generation race car that will make its debut in Cup next year." The new models "put an emphasis on relevance by adding brand identity so they more closely resemble their production counterparts." NASCAR also is "working with Goodyear on introducing tires that wear more quickly to enhance passing" (USA TODAY, 11/30).
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