DETROIT -- Chevrolet plans to host with dealers a yearlong series of consumer test drives to support a heavy marketing campaign that officially began last week with TV commercials during the World Series.
Chris Perry, Chevrolet's new vice president of marketing, said the brand will hold weekend test drives in 28 cities beginning in December.
The first event will be in Santa Anita, Calif., with Chevrolet dealers asked to invite customers to drive various vehicles, he said.
Chevrolet expects about 2,500 drivers per weekend to sample the vehicles, he said. It is calling the test-drive campaign "Main Street in Motion."
"The real proof of the pudding is getting behind the wheel," Perry said on the sidelines last week of a Chevrolet press conference in Detroit to preview the TV commercials.
He said the campaign will complement test drives that Chevrolet already has begun around some high-profile events, such as Major League Baseball's All-Star Game last July and NASCAR races. Perry joined Chevrolet from Hyundai in August.
Chevrolet launched its new "Chevy Runs Deep" campaign during the World Series.
The spots highlight the connection that Chevrolet has played in defining moments in many Americans' lives, such as driving home a newborn or getting a first car, said Joel Ewanick, General Motors Co.'s U.S. marketing chief, who worked with Perry at Hyundai.
Ewanick said Chevrolet would run four spots during the World Series, including one featuring the technological advances in the long-awaited Volt plug-in hybrid. GM starts production of the Volt this month.