General Motors will spend $10 million to develop a Chevrolet engine to run in the 2002 Indy Racing League circuit, but doesn't yet know how much marketing money will be spent to back the brand's entry into the league.
"We haven't yet determined on the mass-communications level how much traditional advertising we'll do," said Steve Shannon, executive director of marketing services for General Motors North America. "But we've always done a fair amount for our [Winston Cup] Team Monte Carlo around Jeff Gordon. We've done a lot of congratulatory advertising after wins, and that's money you don't mind spending."
GM signed Sam Hornish Jr. and Buddy Lazier, IRL champions in 2001 and 2000, respectively, as marquee drivers.
Shannon said the return of Chevrolet to Indy-style racing after an eight-year absence is motivated in part because of the access it will get to some of the newer tracks, in Chicago and Kansas City. It will also allow Chevrolet another entree to a relatively upscale audience.
"IRL is different from some other series. It's maybe a little younger than Winston Cup, a little more upscale and tech-minded," he said.
One thing is certain: GM isn't going with a new Chevy engine because of a lack of success with another brand. Its Oldsmobile engine won 48 of 50 IRL races this year.
Getting a Chevrolet engine on the track next year may also give the company a leg up for 2003 when Toyota, which Shannon described as top-flight competition, makes its IRL entrance.
"We had always hoped more [companies] would join the circuit and that [series rival] Infiniti would be a little more competitive," he said. "But we're happy for the competition and glad Toyota's coming."
