DETROIT -- Chevrolet will use this month's World Series to launch ads for the debut of the Volt plug-in hybrid sedan, says General Motors Co.'s marketing chief, Joel Ewanick.
The ads will be part of a broad campaign that Chevrolet will run throughout fall, said Ewanick, who spoke last week on the sidelines of the Rainbow PUSH auto summit in Detroit.
Ewanick declined to provide details about the Volt commercials or the broader Chevrolet campaign. But he said they would remind viewers of Chevrolet's nearly 100-year heritage and the place in American culture that the brand shares with baseball.
GM is scheduled to begin production of the Volt for retail sales on Nov. 11 at its Detroit-Hamtramck assembly plant.
News Corp.'s Fox is carrying the World Series on TV. Ewanick declined to say what Chevrolet would spend on the ads, but he said he expected Chevrolet to be one of the largest advertisers during the games.
GM also plans to resume adver- tising during the Super Bowl next year.