Chevy Day Proves Business Benefits of Racing

Thousands of fans got that chance in 2006, the inaugural year of a GM program called Chevy Day. Consumers who visited dealer showrooms to take a test drive prior to selected races were given the opportunity to get autographs from Chevy race car drivers, participate in a hot lap on one of seven NASCAR race tracks and get their picture taken with a Chevy race car.

“One of the things we’ve tried to do with Chevy Day is use it as a tool to give fans an opportunity to experience the sport beyond what they typically have access to as a fan sitting in the grandstands,” said Terry Dolan, Chevy Racing marketing manager. “By working with our Chevy dealers, thousands of fans have had a chance to visit a dealership and experience one of our new products, then on a race weekend go out to the track and take a hot lap with a professional driver on one of the selected race tracks in markets we are working with.”

Dolan pointed out how the experience can be an eye opener for consumers when they see what Chevy vehicles are really capable of doing.

“Often times as an everyday driver, we really only use a small portion of a vehicle’s capabilities as we drive defensively and use our vehicle as a transportation tool,” Dolan said. “The benefit of a controlled environment on a race course with a professional driver allows a fan to experience up to 85 or 90 percent of a vehicle’s full capabilities.

“Through the Chevy Day program, we’ve enabled fans to go on a race track surface and have a driver provide a pretty thrilling experience for them at a track. It’s like going to a football or baseball game and sitting in the grand stands and imagining the experience going on below. But with Chevy Day, it’s like you’ve been invited to be on the field and look around from the inside out and see the venue in an entirely different perspective than what you’ve had in the past.”

Events were held at Indianapolis, Phoenix (two), Richmond, Daytona, Fontana and Atlanta. It generated 3,100 test drives at dealerships in those markets. The program was so successful for GM and fans alike that it will return in 2007, and likely at an additional track. Chevy Fan Fest areas provided live musical entertainment, food and prizes.

“Chevy Day is a great way to increase traffic to our dealer showrooms while providing individuals with a unique fan experience at the race track,” said Dolan.