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Chevrolet Becomes Latest Founding Partner Of Daytona Rising, Gets "Injector" Entrance

Chevrolet today announced a long-term founding partnership for one of Daytona Int'l Speedway's five "injector" entrances, ensuring an American manufacturer will be well represented at the new $400M Daytona Rising renovation. The Detroit-based manufacturer, which joins Toyota and Florida Hospital as founding partners, will have the right to brand and market Injector No. 2, which has 20,000 square feet of space plus a connecting "neighborhood" that features retail and dining areas as well as restrooms. Chevy also gets a presence at the World Center of Racing Zone being built as part of the project, and it will receive tickets and hospitality assets plus pace-car rights in select years. Sources said the track has been asking for 10- to 15-year contracts at $2-2.5M annually for the four smaller injectors, but DIS President Joie Chitwood III declined to confirm or deny those figures and added that the sides are officially calling the pact a multiyear one. Chevy VP/Performance Vehicles & Motorsports Jim Campbell said execs at the automaker were interested in the deal because "we sell more Chevrolet cars and trucks as a result of being involved in motorsports, and that includes the participation in races and activities at Daytona." He added, "No. 1, we see racing as a platform to learn on the track to build better cars and parts for the showroom. No 2, we know that when you win a race or championship, you lift the brand opinion of Chevrolet and good things happen when you do that -- customers put you on their shopping list. The other key reason we do this is race fans like to get to the track early -- hours, days -- so they're looking for things to do before the event." Chitwood added, "Daytona is the flagship brand for NASCAR -- the Daytona 500 is the biggest event, all teams are committed to winning it, it has the biggest TV rating, all the sponsors are participating -- and then you look at Chevrolet's commitment to the sport. From a historical perspective of both sides, we're so invested and embedded in racing, (the new deal) just made sense for this relationship moving forward."

TECHNOLOGY AND STUFF: Chevrolet will look to build its injector and neighborhood in a way that has a discernibly dealership feel and encourages self discovery, Campbell said. For example, the injector will feature the soaring blue arch at the entrance that is seen at nearly every Chevy dealership. Next year's unveiling of the Daytona Rising project coincides with a big year for Chevy: It has five new cars being released in '16, and the brand is planning on displaying all of them at the injector. Campbell: "We want to make people feel comfortable so they can kind of discover the cars and trucks, and then we have product experts available if they have questions. We'll also have really interactive displays of our technology. Technology that is easy to use is one of our pillars ... so they'll be able to check out the latest from On Star remote applications to showing how apps can start or pre-heat their car or demonstrate the ways you can use your phone with your car." The principal negotiators of the deal, which took about a year to hash out, were Campbell and ISC Exec VP & CMO Daryl Wolfe.

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