Corvette Goes On Air After 5-year Hiatus

General Motors debuted the first commercial featuring the Chevrolet Corvette ZR1 last week at the MLB All-Star games. This is the first television ad for the Corvette in more than five years.

This ad comes days after GM announced a “build your own engine option” for Corvette enthusiasts. GM said this program is believed to be the world’s most hands-on super car program, customers who order a 2011 Corvette Z06 or ZR1 can choose an option to help assemble their cars’ LS7 or LS9 engines at General Motors’ Performance Build Center (PBC) in Wixom, Mich. In addition to building their own engines, Corvette buyers can attend driving school in Arizona or Nevada, take delivery of their vehicles at the National Corvette Museum or watch their vehicles being built at the Corvette assembly plant in Bowling Green, Ky.

The Engine Build Experience is an option with a suggested retail price of $5,800. When a customer selects the PBC option for a 2011 Corvette Z06 or ZR1 and the dealer submits the order to Chevrolet, a special concierge contacts the customer to verify participation and help coordinate arrangements. While travel arrangements to and from Metro Detroit are the customer’s responsibility, the Chevrolet concierge helps schedule the engine build; coordinates the customer’s activities at the Performance Build Center; assists with booking local lodging and meals, and arranges local transportation.

The Engine Build experience is the latest program Chevy offers for Corvette owners. Other programs include:

• Corvette plant tour, where customers can follow their vehicle down the Bowling Green assembly line
  

• Corvette Museum delivery, where customers take delivery of their new Corvette at the National Corvette Museum in Bowling Green
  

• Corvette ZR1 Driving School, which offers complimentary attendance at either Bob Bondurant’s Corvette Driving School in Arizona, or Ron Fellows’ Corvette Performance Driving School near Las Vegas.
  

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