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Keep Camaro Buzz Alive
Can GM keep the public's interest in this car for two more years?
By RICK KRANZ | AUTOMOTIVE NEWS
AutoWeek | Published 01/18/07, 2:46 pm et
DETROIT - While sales of the Camaro are at least two years away, Chevrolet kicks off a two-year campaign this spring to generate buzz for the car.
The campaign includes a primary role for the Camaro in an upcoming movie, tie-ins with Major League Baseball, music videos, fashion shows and movie stars, a Web site that will include the words Camaro Nation, and a long list of other activities.
Said General Manager Ed Peper: "We are going to have loads of things going on. My ultimate goal would be to get at least three months' or more worth of orders before we get to build the first one."
Orders will be accepted once prices are announced, sometime near the production of the first model.
Other tie-ins are planned with the Grammy Awards, Country Music Awards and the New Year's Eve celebration Chevrolet sponsors on network TV.
"There is an enormous amount of things that we will try to do in the next two years to keep the buzz going," said Peper.
The Camaro coupe goes on sale in early 2009, followed several months later by the convertible.
A hardcover book that chronicles the car's development will be released when the Camaro goes on sale.
Peper said the new Camaro has a featured role in the science-fiction thriller Transformers, which opens July 4.
Steven Spielberg is the film's executive producer.
"That will be a huge deal for us," Peper said.
"We are going to get a lot of play off that this summer into the early fall."