Team:
There are two Corvette activities occurring today that promises to excite our loyal Corvette enthusiast community, and raise awareness with the general public.
This evening during ESPN’s telecast of MLB’s All Stars’ Home Run Derby (8P – 10P, EDT); a new Corvette television ad will debut. The ad – titled “Rocket” – is a :30 second spot that concentrates on the ingenuity and hand-crafted expertise involved with creating the “2011 Corvette only from Chevrolet.”
The ad will appear a number of times over ESPN, MLB Network and Fox’s coverage of the 2010 All Star Game. After the game, the ad will appear in our rotation on other television shows. The ad will also be available on the Chevrolet YouTube internet channel starting this evening for enthusiasts to share.
The new ad features footage from both our Bowling Green Assembly Center (the home of Corvette) and the Performance Build Center in Wixom, Michigan. The Performance Build Center is where the LS7 and LS9 engines are assembled by hand for the respective Corvette Z06 and ZR1 models. The second big Corvette announcement of the day involves the Performance Build Center.
For many customers, a Corvette purchase is much more than just “buying a sports car” – it is a total, unique experience. Many of these customers travel to Bowling Green, KY, to visit the assembly plant, and take delivery of their new Corvette at the National Corvette Museum to personalize and commemorate their purchase.
If the purchase involves a Z06 or ZR1 model, the customer upon delivery will immediately open the hood and locate the engine builder’s name, recognizing their new Corvette engine was hand assembled by a unique team at the Performance Build Center. In the back of their mind, they probably wish they could be at the center participating in the assembly of their engine. Starting today, they could do just that – participate in the assembly of their Z06 or ZR1 engine at the Performance Build Center.
Effective this Thursday, July 15, 2010, a new option code PBC (Corvette Engine Build Experience) will be available for ordering on all 2011 Z06 and ZR1 models. Selecting this code provides the customer the opportunity to be directly involved in the assembly of the engine that will be installed in their respective Z06 or ZR1 model.
The MSRP of this option is $5800, and includes one night stay; meals and a driver who will transport the customer from a Detroit area hotel to the Performance Build Center for their engine build experience. Similar to the Corvette Museum option, the customer is responsible for costs associated with travel to and from the Detroit area.
Within two week of the order’s submission, the customer will be contacted by the Corvette Engine Build Experience concierge to make arrangements for the engine build. If the customer is interested, the concierge will also assist with making arrangements for other unique Corvette experiences, such as the Museum Delivery, Buyers Tour, and Corvette Photo Album; however, all these experiences are an additional charge, and in the case of the Museum Delivery (code R8C) must be included on the vehicle order at the time of submission.
Attached to this message are a letter and a set of Frequently Asked Questions and Answers that provide more details on the Corvette Engine Build Experience.
The new Corvette Engine Build Experience (CEBE) option will be shared with the public through a press release, and a new information tab on the Corvette Facebook page starting today. We expect word of this new option will quickly spread among the enthusiasts who will be thrilled to hear about this level of personalization only the Corvette from Chevrolet can offer.
If you like to preview the new Corvette ad (which should be available some time today), or find more information on “the Unmatched Experience of Corvette Ownership,” visit the 2011 Corvette page on the new www. covetteofnaperville.com
During your consensus discussions, please encourage your dealers to review all the activities announced today (a similar message will be sent to the dealers later today via GM Global Connect). Between the continued aggressive incentive play and the new advertising and marketing activities, Corvette should see increase inquiries which our dealers know how to convert into increase deliveries.
