As we told you earlier this year, Chevrolet is making a new push into Mexico by opening a select number of Chevrolet Performance Stores which will sell the Corvette ZR1 and the two Corvette Grand Sport models.
This past June, General Motors and their Chevrolet Performance dealers hosted a party to dedicate the first of five such premium outlets and the guest of honor was none other than the new 2013 60th Anniversary Corvette ZR1.
Before the Corvette was unveiled, several representatives from GM Mexico spoke to the audience. Mauricio Kuri, Director of Public and Government Relations at General Motors de Mexico, was on hand to welcome all attendees to this presentation. Francisco Garza, Vice President of Sales, Service and Marketing for General Motors Mexico, talked a bit about the history of Corvette. A special presentation was also played on flat panel TVs and we heard that now famous “Listen” commercial (which immortalized Corvette’s 2011 class win at the 24 Hours of Le Mans) in Spanish.
Here is the video of the speakers and the 60th Anniversary Corvette ZR1 unveiling. The actual cover is removed from the ZR1 just past the five-minute mark so feel free to jump ahead to see the fireworks.
And once the Corvette was unveiled, this party got a little more interesting. The stereo was cranked up with a techno version of Harry Belafonte’s “Day-O The Banana Boat Song” while a group of roaming performance artists juggled, danced around on stilts, and played with fire! In fact, I think all Corvette introductions should be done this way!
In all seriousness, it’s great to see how the Corvette is marketed in other countries and we hope the new Performance Store strategy pays off for Chevrolet in Mexico.