Chevy to roll into poll position at Dream Cruise

The Woodward Dream Cruise and Chevrolet today are expected to announce the iconic brand's new role in the day-long event that somehow manages to stretch into more than a week.

Chevrolet, which celebrates its centennial this year, is expected to replace the MotorCity Casino as the top sponsor of the popular Cruise, according to published reports.

Officially, no one involved would say anything Wednesday, but the top sponsorship is open, and Chevrolet marketing chief Rick Scheidt and Dream Cruise President Greg Rassel are hosting an event today at the Renaissance Center in Detroit to talk about the biggest moving car show in the world. The event typically attracts more than 1 million people and 40,000 classic and muscle cars.

"No one is making any comment," said a spokeswoman with Woodward Dream Cruise. "We're declining comment," echoed GM spokesman Tom Wilkinson.

Last year, the Woodward Dream Cruise board hoped to raise $400,000 for the event through sponsorships, fundraisers and merchandise sales but fell short of that goal.

Cities along Woodward, from Ferndale to Pontiac, could use more money. Last year, Royal Oak City Manager Robert Bruner told The News that the city expected to spend about $100,000 on the event. Smaller cities along the route may spend less but have even less money to tap.

Last year, Pleasant Ridge pulled out of supporting the Cruise with police and other city workers because of budget cuts. The city had estimated it would need $25,000 to pay for its role.

In the past, when automakers were flush with cash, signing up sponsors for the Cruise was easy.

But when tough times overtook the auto industry, carmakers and suppliers folded up their tents — and their wallets.

Detroit's Big Three maintained displays in recent years. Last year, Ford Motor Co. set up a big display in Ferndale. Chrysler Group LLC took over the parking lot at 13 Mile, and GM set up at Old Woodward in Birmingham.

Taking the title role as top sponsor for a Cruise that features a slew of GM muscle cars and beautiful Chevy Camaros only makes sense.

GM sales have been rising — demand for Chevrolet models is up 21.6 percent through May — and last year the automaker made $4.7 billion.

And this year marks Chevrolet's 100th birthday. So why not splurge a little? It helps the Cruise, which seems to get bigger every year. It seems like good marketing, and it gives back to Metro Detroit.

"We're doing a lot to celebrate our centennial," GM's Wilkinson said, still declining comment about today's expected announcement. "This press conference is just good news."

Phillips Chevrolet has Illinois’ Largest Chevy Inventory! We have an A+ rating with the Better Business Bureau, and are one of the Largest Chevy Dealers in the United States. Visit us at www.phillipschevy.com. View our specials! Follow Phillips Chevrolet on Facebook and Twitter to receive coupons, special offers and prizes!

Tweet