Each August more than 1.5 million car enthusiasts flock to Detroit's Woodward Avenue for the Woodward Dream Cruise, one of the largest automotive events in the world. This year, participants will have a new sponsor to thank for its help financing the ever-growing event: Chevrolet.
Chevrolet will help mark its centennial by sponsoring the 2011 Woodward Dream Cruise, which will begin a three-year sponsorship agreement between the event and the GM brand. Scheduled for Saturday, August 20, this year's Dream Cruise is expected to draw its usual crowds of more than 1 million spectators and upwards of 50,000 special-interest cars – many of which will be Chevrolets.
"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."
Naturally, Chevrolet will also benefit from its sponsorship, using the event to showcase several of its new products. Spectators will see the brand's new Sonic subcompact, its recently-released Camaro ZL1, and a showcase of its current models including the Equinox SUV, compact Cruze and Volt electric car. Chevrolet also says dozens of Volt owners will participate in this year's Dream Cruise, making 2011 the first year the event has seen a strong electric car presence.
"Chevrolet and the Woodward Dream Cruise are a natural partnership," said Rick Scheidt, Chevrolet's vice president of marketing. "Chevrolet, as a global brand, is celebrating its centennial with locally-focused events that recognize the passion people have for their Chevrolets."
And the Woodward Dream Cruise is perhaps the ultimate locally focused event. Conceptualized in 1994 to help raise money for a local soccer field, the event quickly swelled to its current proportions, with more than 250,000 attendees by 1995. A 2007 study found the Dream Cruise generated more than $56 million annually for the Detroit economy – more than any other event in the state, including the Detroit-hosted 2006 Super Bowl and the 2005 All-Star Game.