GM Won't Work Pace Car Crash Into Future Promotional Plans

GM is not planning to address Sunday’s viral pace car crash in the Verizon IndyCar Series race in Detroit in any future messaging or advertising despite it leading to more than a 70-fold media-exposure increase for Chevy compared to a usual race, a company spokesperson told THE DAILY. There had been some calls from fans and media for Chevy to embrace the incident in a similar way to what it did after the infamous “technology and stuff” incident involving a Chevy exec when presenting the ’14 World Series MVP to Giants P Madison Bumgarner. Chevy turned that phrase into a marketing slogan and eventually said it earned around $5M in free media exposure from the incident. That compares to the $3.5M in exposure Chevy got just in the first 24 hours after Sunday’s crash, according to Apex Marketing Group.