Chevy to sponsor 2011 Woodward Dream Cruise

UPDATED: One of the most iconic American brands has signed on to present one of America's greatest celebrations of sheetmetal.

Chevrolet and Detroit's Woodward Dream Cruise announced on Thursday afternoon a sponsorship agreement expected to run for at least three years, starting this summer. The deal is for more than $1 million and covers support services, cleanup and police.

The move is part of Chevy's strategy to focus on regional markets and local events while reinforcing the brand as a global force. The sponsorship also comes as Chevy marks the centennial anniversary of its founding in Detroit in 1911.

Marketing vice president Rick Scheidt said the deal allows the Bow Tie to connect with its base--and expand it.

"You've got folks that are enthusiasts," he said. "It's contextually relevant."

The Woodward Dream Cruise is a 16-mile event held annually on the famous boulevard in metro Detroit celebrating the history of the automobile. Classic cars and muscle cars of all eras, especially the 1950s and '60s, are most prominently represented. Thousands of cars fill Woodward in what has become a weekend event for enthusiasts, and more than a million car fans usually attend.

"Perhaps the biggest and and best of all is the fans that bring their Chevrolets up and down the avenue," Scheidt said.

The Dream Cruise started as a fund-raiser for a soccer field in 1995 and has grown into a major event for enthusiasts who travel from across the country to gawk at the chrome and the fins. Chevy will show the ZL1 Camaro and Sonic small car as part of the festivities this year. The last sponsorship agreement was at least five years ago, when Eaton Corp. backed the event.

General Motors has had a prominent place at the Dream Cruise in recent years, as have Ford and Chrysler, but the companies were forced to scale back marketing efforts at the event in the down economy and as GM and Chrysler endured bankruptcy and restructurings. The sponsorship also solidifies the cruise's financial situation, which has come into question amid Detroit's slow economy.

"It's great to see them coming back strong," Dream Cruise president Greg Rassel said.

PRESS RELEASE

Chevrolet to Sponsor Woodward Dream Cruise

Celebrates Brand's 100-year History in Detroit

-- Woodward Dream Cruise is world's largest one-day automotive event

-- 1.5 million fans and 50,000 cars participate in grassroots celebration

DETROIT – Chevrolet will be the presenting sponsor for the 2011 Woodward Dream Cruise, a grassroots event that each August draws some 1.5 million car enthusiasts to Michigan's legendary Woodward Avenue. This year's Dream Cruise on August 20, the first in the three-year sponsorship agreement, will help mark Chevrolet's Centennial.

“Chevrolet has always had a strong presence as part of the Woodward Dream Cruise, and we're honored to have them become the presenting sponsor of the event,” said Greg Rassel, president of the Woodward Dream Cruise. “We are looking forward to what lies ahead for the Dream Cruise, as this partnership will help the growth of our event over the next several years.”

Chevrolet is showcasing its past, present, and future at the Dream Cruise, including:

-- Historic Chevrolets owned and driven by fans, employees, and retirees

-- A showcase of current Chevrolets, including Equinox, Cruze, Camaro, Corvette, and Volt

-- A chance for fans to see future Chevys, including the new Sonic small car, which will be built in Michigan, and the ZL1 Camaro

-- Performance vehicles and powertrains on display in Memorial Park in Royal Oak

-- Chevrolet Volt owners will participate in the Dream Cruise and related events, making this the first year that a significant number of electrically driven cars will participate in the Cruise.

“Chevrolet and the Woodward Dream Cruise are a natural partnership,” said Rick Scheidt, vice president, Chevrolet marketing. “Chevrolet, as a global brand, is celebrating its centennial with locally focused events that recognize the passion people have for their Chevrolets.”

“The Woodward Dream Cruise is the ultimate grassroots automotive event,” said Scheidt. “It is open to everyone. It's free to attend. You can drive, or just watch. You can bring the family. It is a true celebration of automotive passion and performance, and we are pleased that Chevrolet can help make it possible.”

By Greg Migliore