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SBD/February 18, 2013/Marketing and Sponsorship
General Motors "Putting The Stock Back In Stock Car Racing" With New Chevy SS
Published February 18, 2013
THE GREAT UNVEIL: USA TODAY’s Nate Ryan noted GM “used Daytona's infield fan pavilion to unveil the SS.” NASCAR President Mike Helton said, "We can't thank Chevrolet enough for having led the charge on that. Backed us in a corner and said, 'Here's what you guys need to think about doing' and caused us to react ahead of our own schedules. But it worked well." Reuss said that GM “never threatened to leave.” Reuss: "We're committed to this sport; we don't play that way." He added, "We're here for the long haul. We don't use motor sports as an episodical branding and marketing event. This is who we are.” Hendrick said, "That's what our sport has been missing. That tie between the showroom and the car enthusiast that wants to buy a car and drive it to the track that's like the car we're racing." Chevrolet also announced that the SS “will pace the field for all four NASCAR races during Speedweeks" (USATODAY.com, 2/16). Meanwhile, ESPN.com’s Newton wrote the new Gen-6 car “gets a good grade for its first real test.” Gordon said, "You as a driver have more responsibility now about how you are going to drive out there because the cars are going to move around a little bit more'" (ESPN.com, 2/16).