FIRST ANNUAL RIDE THE RIDEAU RAISES $925,000 IN SUPPPORT OF CANCER RESEARCH AT THE OTTAWA HOSPITAL

By The Ottawa Hospital Foundation - More than 325 riders, ranging from Starbucks Baristas to company CEOs, rallied together to travel 100 km from Ottawa to Merrickville-Wolford in an effort to improve cancer care in our region. Together they helped raise more than $925,000 in support of innovative cancer research at The Ottawa Hospital through the first annual Ride the Rideau event fuelled by MDS Nordion.

The funds will help build the new Centre for Innovative Cancer Research at The Ottawa Hospital General Campus. Construction of the Centre will accelerate research into "biological" treatments that harness viruses, cells and genes to eradicate cancer.

"The Centre for Innovative Cancer Research will enable us to bring therapies developed on the lab bench to the patient's bedside in a much shorter timeframe," says Dr. Duncan Stewart, CEO and Scientific Director of the Ottawa Hospital Research Institute and participant in Ride the Rideau. "In some cases, the wait time between research and clinical trials will be cut in half."

Accelerating the discovery of new therapies will bring hope and more positive outcomes for the 6,000 patients diagnosed with cancer in our community this year. With cancer being one of the leading causes of death for Canadians, its hard to find someone who has not been touched by this devastating disease.

Ride the Rideau co-champions Robert Merkley of Merkley Supply Ltd. and Claude Des Rosiers of Boone Plumbing have seen their fair share of loved ones and colleagues battle cancer throughout the years. Recognizing the importance of cancer research is what inspired these two leaders in the construction industry to help build this event from the ground up.

"From beginning to end this was an unforgettable experience," says Merkley. "Claude and I are both blown away by the incredible success this event has had in its first year. It proves just how outstanding the Ottawa and Merrickville-Wolford communities are and how dedicated we all are to building a better hospital."

With this year's success, organizers are already planning ahead to next year's event which is scheduled to take place on September 10, 2011. They expect more than 500 riders to register and pedal their way to help find a cure for cancer.

The Ottawa Hospital is a multi-campus, academic health sciences centre, serving 1.2 million residents of Ottawa and Eastern Ontario, both in English and French. It provides care for more patients than any other hospital in Canada, and boasts specialty centres in cancer, heart, kidney and vision care, as well as rehabilitation services. For more information, visit The Ottawa Hospital web site at www.ottawahospital.ca.

The Ottawa Hospital Foundation's mission is to inspire and enable people to support the highest quality health care at The Ottawa Hospital and lifesaving research at the Ottawa Hospital Research Institute. For more information, visit The Ottawa Hospital Foundation web site at www.ohfoundation.ca.

JIM TUBMAN CHEVROLET SHOW 'N SHINE

On September 18, 2010, Jim Tubman Chevrolet held its first annual Classic Car Show 'N Shine with all proceeds raised being donated to the Ottawa Hospital Foundation. The weatherman cooperated with a beautiful sunny fall day which drew over 85 classic cars and their owners. There were vehicles ranging from an antique Ford to a 2010 "Transformer" Camaro.

Our master chefs bar-b-qued over 150 hamburgs and 100 hot dogs which were thoroughly enjoyed by the hungry crowd.

Thank you to all participants and spectators who helped raise $1,200 dollars for cancer research through registration, the bbq and 50/50 draw.

For more pictures visit 6one3.com.smugmug.com/other/tubmans-show-and-shine.

See you next year!

FIRST DRIVE: 2011 CHEVROLET CRUZE

By Mark Elias, Left Lane News - After a build up of epic proportions, Chevrolet has finally introduced its new Cruze to North American markets. Available since late 2008 in over 60 different countries outside of General Motors' home market, is the Cruze again a case of being too late to market, or is it the right car for the right time?

We traveled to the Washington, D.C. area to sample the uniquely North American-specification Chevrolet Cruze.

Like other compact sedans, the Cruze is a front drive five-seater that fits in squarely where the Cobalt left off. Think of the Cruze as a tighter and tougher version of the car that it replaced -- and then some. Think of all the good features of the Cobalt.

(One Mississippi, two Mississippi, okay time's up.)

Now add all the good features found in the Chevrolet Malibu, turn on the Cuisnart, and let 'er rip. There you have it.

Have it your way: The 2011 Cruze will be available in five flavors, at least initially. Using Chevrolet's standard but excessively complex naming convention, it starts with a base, manual transmission model and grows from there.

Witness:

• Cruze LS with a 1.8-liter four-cylinder and six-speed manual transmission: $16,995 US
• Cruze LT, with a 1.4-liter turbocharged four-cylinder and six-speed automatic transmission: $18,895 US
• Cruze 2LT, with that 1.4 and six-speed slushbox, as well as power seats and more luxury features: $21,395 US
• Cruze Eco, take a Cruze LT and, add in a six-speed stick and an aerodynamics package for an estimated 40 mpg on the highway: $18,895 US
• Cruze LTZ, the full luxe treatment based on the 2LT: $22,695 US

In addition, a $695 RS package is available for LT and LTZ models, which adds front fascia enhancements, fog lamps, rear spoiler and more. Call these LT RS and LTZ RS.

Are you totally confused?

It could be a contender: In the compact segment that's home to the Cruze, it has some pretty stout competition. These include the Toyota Corolla and the gold standard of the segment (at least as far as buyers are concerned), the Honda Civic, Ford's upcoming 2012 Focus, Hyundai Elentra, Nissan Sentra, Mazda Mazda3 and Volkswagen Jetta. So the General had better have some game.

Most buyers' first impressions will center around the Cruze's two-stage Chevrolet grille with the famous gold bowtie bar in between. So far, so good. But from there it gets even more interesting. From the A-pillars back, the Cruze takes on an appearance that is Teutonic more than anything else. With an arched greenhouse that lends an Audi-like look, to a side-strake that reminds us of a GMW 5-Series, can these be bad things? A long upper line over the greenhouse actually makes the Cruze appear larger than it really is. From the inside, we thought for a moment, that it was almost as large as the new Buick Regal. In actuality, it is slightly smaller.

But the real kicker, according to Michael Simcoe, Executive Director of Design for Chevrolet, is the design for the Cruze has a lot of soul, er Seoul, having been penned in the GM Korean design studios. Engineered in Europe. Drawn in Asia. Sold in the United States. Ford tried this compact world car effort about a decade ago when it unleashed its first-generation Focus. It worked wonderfully -- so well, in fact, that Dearborn figured Americans were content with basically the same car for the equivalent of several product cycles. Let's hope Chevrolet keeps things fresher.

Creature comforts: Using Chevrolet's now familiar twin pod interior styling, as introduced in the Malibu and now seen in, well, pretty much every GM product, the Cruze has a heightened sense of purpose over the car it replaces. Overall quality is now enhanced with high line materials and increased precision fit and finish. Soft-touch panels now occupy many parts of the cabin, including the dash and doors, and depending on color and material choices, match the fabric on the dash to that of the seat inserts. We liked the contrast that the red technical fabric offered to the predominantly black dashboard. It's not our favorite material, but it is certainly unique.

The center stack is home to an available hard drive-based navigation system, as well as audio and climate controls. Many options are available, and all cars are XM Satellite radio-equipped with complimentary three-month subscriptions. An available Pioneer 250-watt audio system is available that includes nine speakers for rockin'.

Driver seating in the high-lined LTZ model offers good support that was really evident once we tried the competitive offerings from other brands. After extended seat time throughout the D.C. metro area, we were able to withstand some of the longest rush hours known to man and still managed to get out feeling refreshed. We'll have to fully reserve judgement for an extended evaluation, but things look pretty damn good.

With a new interior comes a quiet interior that we were surprised to see in a compact-sized Chevrolet. Engineers have figured how to increase noise suppression by the innovative use of acoustic materials in the newly-styled headliners, as well as foam that has been injected into cavities within the wall of the unibody, that expand while the paint finish is baking. The result is a quiet ride that is not usually expected within this segment. The Cruze has a premium level throughout.

Motivation: Initially, the Chevy Cruze will be offered with two engine packages. The base 1.8-liter Ecotec is the loss leader for those wanting good fuel economy at the hand of a six-speed manual. The engine checks in with 136 horsepower and 123 lb-ft. of torque, which, unlike some competitors, appears on the lower reaches of the tachometer. In the case of the Cruze with 1.4-liter turbo, full torque appears as low as 1,850 rpm.

The 1.4-liter Ecotec turbo is clearly the engine of choice for most buyers and it will be mated almost exclusively to the automaker's six-speed Hydra-Matic 6T40 automatic transmission. The entire package, which clearly shows that sometimes less truly is more, produces 138-horsepower and 148 lb-ft. of torque on unleaded fuel. For those inclined to row their own boat, the Hydra-Matic can be used in manumatic mode. Or you can stick with the Cruze Eco, an mpg-focused model aimed at hypermiling types.

The suspension package in the Cruze is made up of a set of MacPherson struts hanging from the front of the unibody structure, coupled with tuned coil springs and a hollow stabilizer bar. A rack-mounted electric power steering system offers decent road test with little lateral play.

The rear suspension setup is a multi-link (Z-link in Chevy-speak) set up with torsion beam on all models except the Eco manual version. Finally, the Cruze utilizes an all-speed traction control system with engine (torque) braking and brake intervention. We were surprised to find the Cruze is still standard with disc brakes in front and drums in the rear. Engineers were quick to point out that drums offer a savings on drag, which further enhances mileage ratings. They also cost less.

In our brief drives through the hills surrounding Washington, D.C. and through roads ranging from highways to patched-up backroads, we were really surprised at how well the new Chevrolet Cruze handled all different conditions. The interior redefines compact car quietness, with squeals of engine protest appearing only under the most extreme cases of acceleration. We are eager to spend more time with the car for a more extensive drive in the future.

As always seems to be the case, the General introduces the standard models first, for maximum market penetration. The RS is currently as sporty as this Cruzer gets, but with the past being prologue, can an SS variant be too far behind? The Cobalt SS was a stellar performer wrapped in a ho-hum body. Transport its driving dynamics into the good-looking Cruze and GM will undoubtedly find themselves with a winner.

In terms of impressions about standard Chevy Cruzes, we can't seem to use the word "surprised" enough.

Why would you buy it: Because, as Chevrolet says, they are redefining the compact car.

Why you wouldn't: You are waiting for the second coming of the Dodge Neon.

Leftlane's bottom line: Chevrolet division took their time bringing the Cruze to the U.S. market, a decision we don't necessarily like. GM says that the timing wasn't quite right, what with a faltering economy and other perfect storm attributes in Detroit and elsewhere. Maybe they really do have this timing thing down pat -- whatever the case, the time for the Cruze is now.

Cruze is available in an anti-Honda dizzying array of configurations that promises to get even more complex once the performance crew gets under the hood. The Cruze is a terrific small car, but we sure hope GM knows that it can't be "all things to all people" any more with just four core brands, only one of which is aimed at Joe America.

2011 CHEVROLET CRUZE INITIAL IMPRESSION

By Clare Dear, National Post - The initial impression of Chevrolet's new compact Cruze sedan is that it's a mini-Malibu -- and that opinion sits well with the bow-tie brass. Their intention is to deliver mid-sized comfort, dynamics and amenities, but at compact-sized pricing and fuel efficiency. And although pricing and final fuel numbers won't be known for several months, this global product is right on target with its other objectives.

The Cruze is already available in 60 markets around the world, but North Americans won't get their hands on it until the third quarter of this year. With the compact category evolving as the fastest-growing segment in the industry (it's expected to be the second-largest in the United States by 2012), coupled with the consumer trend to downsize, the timing is right for this car. In fact, it is expected to be General Motors' single largest volume small-car line globally.

During the preview at General Motors' Milford proving grounds, Chevy executives described the Cruze as a "transformational" car for the brand, a product that will be sought after by consumers and will be better than competitive models such as the Honda Civic and Toyota Corolla. It's expected to generate "huge volume for the brand" and, as a major player for GM globally, the team working on developing the North American edition is enduring unprecedented scrutiny.

As a result of that corporate focus, the Cruze is undergoing intensive testing here, even though it's a model already on sale elsewhere. For example, although it has already earned five-star-equivalent crash ratings in several overseas markets, including Korea, China, India, Australia and Europe, the North American version is undergoing extensive additional evaluations at GM's vehicle safety facility.

In addition to significant structure and system analysis, GM engineers have already written off 20 to 30 Cruzes in destruction (crash) tests. The body count went up by one during my visit, with test vehicle No. 17269 sacrificing itself in a side-impact crash by taking a midship hit from a 1,500-kilogram sled (with a Ford F-150 snout, no less) careening down the track at 50 kilometres an hour.

The dust had hardly settled when technicians were already scouring the remains, documenting the physical damage. From this untrained eye, the results were reassuring, with the side pillar making a limited intrusion into the cabin, while air bags helped minimize potential injuries to the occupants.

Obviously, safety is a key issue and the Cruze will be offered with a full suite of standard features, including four-wheel ABS (with brake-force distribution), electronic stability and traction controls, breakaway pedal assemblies, OnStar automatic crash notification and a segment-leading 10 air bags -- two front, two knee, a pair of side curtains that protect both rows of seats, plus seat-mounted side-impact bags front and rear.

Chevrolet also wants the Cruze to be a class leader in ride, responsiveness and quietness. After doing several laps on the test circuit in several Cruze iterations, as well as a Civic and Corolla, it appears the car has attained that goal. The suspension, with MacPherson struts up front and a unique torsion beam and Watts-link arrangement in back, has a European feel (firm but compliant). The Cruze stayed well planted on bumpy sections of the track, while the Japanese competition skittered about.

Similarly, the Cruze had a noticeable advantage in the noise/vibration department. Its 18 acoustical treatments, including an acoustical laminated windshield with triple sealing at its base and hydraulic ride bushings, keep the cabin well isolated from road and wind noise.

The Cruze will be offered as a four-door sedan in four trim levels (LS, 1LT, 2LT and LTZ), with two suspension options (touring and the firmer sport package.) Two engine choices will be available -- a 1.4-litre turbocharged Ecotec four-cylinder generating 138 horsepower at 4,900 rpm and 148 pound-feet of torque at a low 1,850 rpm, or a naturally aspirated 1.8L four-cylinder that pumps out the same horsepower (but at 6,300 rpm) and 123 lb-ft of torque at 3,800 rpm.

Transmission choices are a fully synchronized six-speed manual or the global 6T40 six-speed automatic. The gearing in the manual box has overdrive ratios in fourth, fifth and sixth to enhance fuel economy while the first three cogs are underdriven for better acceleration.

A special Eco model will be offered that uses the 1.4L turbo engine coupled with the six-speed manual. (A version using the automatic box is in the works for later introduction.) Chevy engineers set a target of 5.0 litres per 100 kilometres on the highway for this car, giving consumers the benefit of hybrid-like fuel efficiency without having to shell out the higher price tag such products command. However, it was made quite clear the Eco will not be a stripped model. Instead, huge efforts have been exerted to reduce weight and improve the car's aerodynamics to achieve the target consumption rating.

Weight-reducing measures include replacing the car's audio speakers with lighter units, saving about a kilogram. The weld flanges have been trimmed by a millimetre or two, while the Watts link in the rear suspension has been deleted (although the pending automatic version will have the setup.) The carpets are lighter than the standard Cruze models. The 17-inch tires, borrowed from the new Volt, are ultra-low-rolling resistant and they're mounted on lighter alloy wheels.

To help the Eco model slip more smoothly through the air, the front fascia has been lowered and an air dam added. There's also an underbody belly pan and shielding around the tire wells and rear axle, and a spoiler has been attached to the deck lid. Another aero initiative is the addition of shutters on the lower grille opening that close as the car's speed increases, reducing the Eco Cruze's drag coefficient by 0.016 Cd. Chevy engineers say the Eco Cruze has the lowest drag coefficient in its class.

Chevy brass believe the Cruze is the right car at the right time. My initial impressions suggest they're right.

CHEVY TO DEALERS: LET CRUZE SHOPPERS TEST-DRIVE COMPETITORS

By David Barkholz, Automotive News - Chevrolet is asking its 3,000 dealers to prepare for the late September launch of the new Chevrolet Cruze compact by purchasing competitors' vehicles for test-drive comparisons.

Chevrolet is encouraging dealers to have a Toyota Corolla and Honda Civic on site so prospective 2011 Cruze buyers can immediately measure the Cruze against its segment competitors, said Margaret Brooks, Chevrolet small-car marketing director.

At a media event today in suburban Detroit, Brooks said Chevrolet expects buyers to come away with a favorable view of the Cruze. At the event, Chevrolet had Corollas and Civics available for reporters to test drive after the Cruze.

Brooks said Chevrolet plans a major advertising and marketing blitz for the Cruze, although she declined to give details of the campaign or its budget.

The Cruze, which Chevrolet already sells in 60 countries, earned maximum scores in European front- and side-crash tests. U.S. crash tests have not taken place.

The Cruze Eco model gets a segment-leading 40 mpg on the highway, said Chuck Russell, Cruze vehicle line director. The Eco model is powered by a turbocharged, 1.4-liter four-cylinder engine with a standard six-speed manual transmission.

Russell said the Cruze has more shoulder room than the Corolla or Civic. And Chevrolet has equipped it with 10 airbags, a plush interior and sound-deadening glass in a bid to broaden its appeal.

Of particular interest are empty-nesters and boomers wishing to downsize to a compact without losing the premium features of a mid-sized sedan, Russell said.

The base model is priced at $16,995 US and the top model at $22,695 US, including shipping, Brooks said.

The Cruze is being built now in General Motors Co.'s Lordstown, Ohio, assembly plant.

GM'S ONSTAR EVOLVES INTO A VEHICLE FOR VOICE TEXTING, SOCIAL NETWORKING

By Rupal Paekh, Automotive News - For years, OnStar has told consumers it would be the first to connect them with emergency services or police in case of a car accident or theft.

Now, with the help of a new ad campaign, it wants to convince consumers it's also there to connect them with friends on social networks.

The General Motors-backed brand is attempting to redefine the meaning of in-car communications: It's now beta-testing voice-texting features, as well as audio Facebook updates that would let OnStar subscribers verbally update their Facebook status or listen to recent news feed messages through the OnStar Virtual Advisor service.

OnStar has for some time been building out new services. Through a partnership with Google Maps, drivers can send a destination to their vehicles and retrieve directions by the push of the OnStar button.

"You wouldn't need a portable device like a Garmin or Tom-Tom, or even a factory-installed device, you can do it OnStar," said Sam Mancuso, who has held several marketing posts at GM and now serves as general director of OnStar Marketing.

Its subscription model is getting some tweaks too. Some services, such as a mobile app, will be a free enhancement for subscribers who use a Droid or iPhone.

Longtime ad agency Campbell-Ewald -- led by their newly promoted Chief Creative Officer Mark Simon -- was behind a new push to reposition the OnStar brand as more upbeat and innovative. The new work, which begins rolling out this week, carries the theme of "Safely connecting you in ways you never thought possible" and shows young people in coffee shops connecting with their OnStar service from their mobile phones.

With the support of CEO Dan Akerson and Chairman Ed Whitacre -- both execs have wireless industry roots -- it appears the automaker will increasingly be leaning on OnStar as a selling point for its four remaining car dividions, Buick, Cadillac, Chevrolet and GMC.

Earlier today, Akerson told reporters in Detroit that OnStar will go beyond its roots in safety to interactivity and social media.

"It used to be kind of the automotive version of 'I've fallen and I can't get up,;" he said.

More ad dollars: The effort means more ad dollars supporting the brand. According to the Advertising Age data center, GM spent $37.4 million on media for the OnStar brand in 2009, down from $95 million in 2008. That's still more than triple what rival Ford Motors devoted to its in-car communications system last year; it spent $10.7 million in media in 2009, down from $38 million in 2008.

Advertising Age is an affiliate of Automotive News.

Mancuso spoke to Advertising Age Wednesday about how the company plans to use technology to evolve -- and not because it needs to catch up to Ford's Sync -- to meet consumers' changing needs, and possibly take the brand beyond the automotive industry.

Advertising Age: The new campaign and services seem to be a bid to modernize OnStar. Why now?

Mancuso: I guess you could say modernize the brand, but I'd characterize it more as evolve the brand. We've always tried to sense what consumers needed and valued and developed our technologies around that. That led to automatic crash response -- because what's more important than that if you're in an accident.

Then we built on that, with things like directions, and if you don't know where you're going we can help you with your way, and things like vehicle diagnostics, for when you're driving down the road and your engine light goes on. As technology has advanced, consumers in the marketplace have greater needs and wants -- and a lot of that driven by the cellular industry and the connectivity that provides.

We're stretching the brand according to our original mission, which is keeping people connected via their vehicles. In the past, OnStar was depicted as you knew it was there and you didn't want to have to use it because that meant there was an accident or your car stolen.

You'll see in the new campaign uses of OnStar with everyday circumstances that are bright, energetic, positive and optimistic. We want to convey services that you want to use every single day that help you enable your interaction with your vehicle versus having a service you love but you don't want to have to use it.

Are you prepared for backlash from consumers who may view OnStar's move to bring Facebook into automobiles as a safety hazard, and what will you say?

Mancuso: Today people are texting while they are driving. It's not legal and it's a very bad idea; 47 percent of people who are texting say that they have done so in their vehicle while driving. To do a normal text message takes 4.6 seconds, and at the speed of 55 miles an hour, someone can travel the length of a football field.

We know that people want to use technology, but we are working on using it in ways that they don't have to be distracted. Our goal is to minimize that distraction to virtually zero.

The litmus test we use is "Keep your eyes on the road, your hands on the wheel and your mind on the drive." If we find that the texting service or Facebook audio update capability causes people to be distracted we're not going to do it. We'll vet those things out internally ... We'd be very proud to talk to you, others in the media or family and friends and say we tested it, developed it and it's not safe.

How soon will we see Facebook integration in GM cars?

Mancuso: We'll be evaluating over next few months, but I can't give you a new date ... It depends on how the testing goes and the high bar we set for it.

Is part of the plan to sync with Facebook's new geolocation feature "Places," so a driver could maybe make an audio status update on his or her way to "checking in" at a restaurant or store?

Mancuso: That is something that will need to be determined, as to what features of Facebook we bring into play. But it's all possible.

Is OnStar's rollout of new services a response to Ford Sync? And what are you doing to differentiate what GM vehicles offer from what Ford does?

Mancuso: Absolutely not. Ford Sync is a response to OnStar. Our system is embedded and theirs is not, it is dependent on someone bringing their phone in, and having it paired up with Bluetooth. If you brought your phone into the vehicle and neglected to pair it to the vehicle and you got into an accident, the system does not help you.

If you drive a car with OnStar, sensors in a vehicle automatically know you've been in a crash; it doesn't depend on a cell dialing out to a 911. In the 15 years we've been in business, we've responded to 150,000 automatic crash signals calling for help. I challenge anyone at Ford or anyone else to say how many they've responded to.

We have a differentiated system of being always on, with an automated system plus an adviser who is well equipped to deal with emergencies. We have delivered 60 million routes to give people directions in our history. We have delivered 150 million e-mails giving a complete diagnostic report to our customers, letting them know whether their vehicle needs an oil change. Everyone else is following, we've been doing it for years. What we're about to do with the new campaign is address how people's needs are changing.

Will we see OnStar come outside of cars at some point?

Mancuso: I would say that we are constantly exploring opportunities about how we can provide value to consumers. We have nothing to announce at this point, but everything is possible. Stay tuned.

It's interesting to imagine cars as media. Three years from now, what will OnStar mean to us? Will it be an advertising platform where other marketers might actually buy media from you?

Mancuso: Three years from now, OnStar will still stand for safety and connectivity. There are many things that are technically possible. Whether it becomes an advertising medium depends on what our customers desire and value.

Is it safe to assume your new ad push means you're making a much bigger investment in marketing OnStar, and will you be targeting consumers in new ways?

Mancuso: Historically we've been primarily in television and radio. We will have both -- and the radio will primarily be focused on our "Real Calls" campaign -- but we will also have outdoor, digital, social media and magazine and newspaper executions. In New York City we have the Reuters board in Times Square and we have newspaper ads in USA Today. You'll see an expansion of the mediums of where the message has been in the recent past. We are in relaunch mode, essentially, so spending is significant, but I won't divulge how much. But you will see our ads.

NEW CHEVROLET AVEO BRINGS 'HOT-HATCH' STYLE TO SMALL CAR SEGMENT

By General Motors - There is no shortage of world firsts for Chevrolet at the forthcoming Paris Motor Show, and joining the Orlando MPV and Cruze hatchback show car will be the all-new Chevrolet Aveo 5-door. The car will go on sale in the United States and Canada in 2011.

The Aveo RS show car was displayed at the Detroit and Geneva motor shows earlier in 2010, and the final production-ready car looks every bit as compelling as the show car.

Entering the highly competitive global small car segment, striking design elements of the new Chevrolet Aveo include the the dynamic looking front with its exposed twin-headlamps and Chevrolet's signature dual port grille, compact taut body panels with a rising shoulder line and short rear overhangs, rear door handles "hidden" in the c-pillar and a "body in, wheels out" profile.

Reminiscent of the recently introduced Spark in Europe, the new Aveo is designed to appeal to younger customers with its sporty hot-hatch look. A four-door sedan variant will launch in Europe alongside the hatch next summer. Both hatch and sedan are practical small cars providing ample interior space.

Final specifications of the new Aveo will be carefully tailored to each market in which it's offered.

The new Aveo is longer and wider than the current model, giving it a spacious interior and cargo volume that is among best in class. The interior design perhaps holds even more surprises than the outside, in particular the motorcycle-inspired instrument cluster which features an analog tachometer combined with a digital speedometer.

Blue backlighting is featured on the center console, while the whole of the front cabin is enveloped in wraparound fascia. This can be color-coded and flows from the dash into both the driver's and front passenger's doors. Aveo's interior provides consumers with high quality materials as well as multiple storage spaces in the center stack and a modern audio system with USB, auxiliary-in and Bluetooth functionality.

Reflecting its sporty personality, Aveo has been engineered to provide communicative handling, a characteristic which stems partly from its tight body frame integral (BFI) structure where highest levels of torsional rigidity have been achieved.

The new Aveo's chassis has been fine tuned to satisfy discerning tastes with a ride and handling ratio that combines comfort with responsiveness. Electronic power steering (EPS), Electronic stability control (ESC) and ABS brakes will be standard.

The gasoline engines for North America are 1.8L and 1.4L Turbo. Chevrolet's first 6-speed automatic transmission on a small car will be featured on the Aveo 1.8L engine as an option 5 or 6 speed manual transmissions are standard on 1.8L and 1.4L Turbo respectively.

2011 CHEVROLET CRUZE

By Alison Lakin, Associate Editor, driverside.com -

DriverSide Overview: For years, General Motors has been known for underwhelming quality in their small cars, which never realized the full support of a company buoyed by SUV and truck sales. But oh, have times changed. In the last two years, Chevrolet has been steadily building credibility by improving comfort and build quality in their new vehicles, first in the Malibu and more recently in the Traverse. Now they're tackling the highly competitive small car segment with vigor, and the all-new 2011 Cruze has set its sights on the big players -- including the long dominating Honda Civic and Toyota Corolla -- by bringing comfort, a gorgeous interior and promising fuel economy to the mix. The interior may be the highlight of the Cruze, but the fact that Chevrolet has gone for the more fuel-efficient (and more fun) turbocharged four-cylinder engine as the standard for three out of four of the trims is even more a sign of the times. Exterior design and performance easily outstrip many in the field as well. So here's the question of the day -- at what point will we stop being surprised by Chevrolet's competency and come to expect it as the norm?

What's to Like: Interior styling is some of the best in the class and downright impressive for Chevrolet. Comfortable seats and a quiet interior belie the low starting price. Chevrolet is finally downsizing, and the 1.4-liter turbo engine is competent and a smart move overall. A cushy drive and roomy interior makes the car feel like less of a small compact and more of a large sedan.

What's Not to Like: Pricing is slightly higher than others in the segment. No standard USB and auxiliary input jack on the budget trims might deter the target buyer. Reputation is against them -- getting small car buyers into Chevrolet dealerships may prove an uphill battle.

The Drive:

DriverSide Driving Impressions: The carmaker has paid significant attention to ensuring the drive feels solid during all types of driving conditions, but specifically it's the 1.4-liter engine that really shines. The addition of a turbocharger allows torque to peak at low rpm, giving the Cruze a broad and useable powerband for daily driving and plenty of pickup for passing. The six-speed automatic is smooth, though it sometimes lags when you really punch it. Instead of a manual mode that only hints at realistic gear changes, this one holds gears until the needle is bouncing off the redline and even denies your shift if it's unsafe for the engine. It's a fun option if you don't want to swap cogs all the time with the six-speed manual. Brakes and throttle have decent feel to them, though the steering could be weighted better, it feels a touch rubbery and loose. Chevy engineers worked hard to improve sound damping in the car, and it has clearly paid off. The Cruze cabin reaches levels of luxury car quietness. Seriously.

Engine and Drivetrain: Chevy is offering two engine types for the Cruze, but interestingly they both have similar power output. The first is a 1.8-liter four-cylinder engine standard on the LS trim, which produces 136 horsepower and 123 lb-ft of torque. The other is a 1.4-liter turbocharged engine that delivers 138 horsepower and 148 lb-ft of torque and is fitted into the LT, LTZ and Eco models. Both can be paired with either a six-speed manual or automatic transmission, which drives power to the front wheels.

Interesting Vehicle Features and Options: With ten standard airbags in all Cruzes, there is a specific focus on safety. ABS, stability control and traction control are also standard across the board. Rear parking assist is standard on the LTZ and available on other models as well. The cruise control system displays your set numerical speed within the instrument panel, which means you'll never need to line up the speedo needle again.

Key Technology Evaluation: As far as compact cars go, the Cruze is nicely appointed with a number of tech features, though we're not completely bowled over by the basic information screen in the center stack. Navigation comes as an option for all models for an additional $1,995, and the auxiliary input jack and USB port fitted into the LS, 2LT and LTZ allow you to control the MP3 player through the car's audio interface.

Green Evaluation/Gas Mileage: No official EPA numbers have come in yet, and Chevrolet isn't offering up any estimates. We imagine mileage for the 1.4-liter engine to come in around 35 mpg highway, 26 mpg city, with the 1.8-liter being slightly less frugal. Look for an Eco model to be launched later; they're estimating it will get 40 mpg on the highway with its fuel saving upgrades, like low rolling resistance tires, lighter wheels and a lowered body.

A Closer Look: Vehicle Details:

Interior: We could go on for days about the Cruze's good-looking interior, especialy the two-tone beige and black leather. Bright gauges and a well-laid out center stack are standouts, though the red mesh inserts in the seats, dash and door panels available on certain trims are impressive as well. Rear legroom is tight, but headroom is plentiful and the car feels roomier than its actual size.

Exterior: Following styling cues by the Malibu, the Cruze's front end is adorned with a split grille and angled headlamps. An RS Package on the LT and LTZ trims adds fog lights, upgraded rocker moldings and a rear spoiler, along with RS badging. Prominent wheel arches and a cutaway beltine give it a dynamic look, and 16-, 17- and 18-inch wheels are on offer depending on the trim level.

Market Segment and Pricing: There's no shortage of compact cars on America's roads, so it's pertinent that the Cruze be priced right. Starting at $16,995 US for the LS, the LT, Eco and 2LT follow close behind, with the high-end LTZ topping out pricing at $22,695 US. This is slightly higher than the competition, though the only new-for-2011 model is the Volkswagen Jetta ($15,995 US). The aging competition consists of the Toyota Corolla ($15,450 US), Honda Civic ($15,655 US) and Nissan Sentra ($15,420 US).

What We Think: It's about time, but Chevrolet has finally given us a compact car we can like and one that has a chance to grab a good percentage of the segment share. Pricing isn't spectacular, and it's a shame the company isn't planning on marketing this car more heavily -- especially considering the new Fod Focus is also due soon -- but fit and finish is better than we've seen in recent memory. Couple that with solid performance and upscale styling, and we have ourselves a GM that makes us proud.

REDEFINING COMPACT: 2011 CHEVROLET CRUZE SOUND OF SILENCE

By General Motors - Compact cars are rarely associated with very quiet, refined interiors. Chevrolet's engineers developing the 2011 Chevrolet Cruze took that as a challenge: deliver the quietness of a larger, upscale vehicle while maintaining the value and efficiency of a compact.

"Reducing noise is fairly easy if you have the flexibility to add cost or increase weight," said Cruze Performance Manager, Brandon Vivian. "For Cruze, every change had to meet two criteria; it could not increase the Cruze starting price of $16,995 US, and it could not add weight that would jeopardize Cruze's outstanding fuel economy."

To meet their objectives for the U.S. market, engineers developed more than 30 acoustic treatments that mute unwanted engine, road, and wind noise. Here are 10 of the most significant features:

• 500 inches of structural adhesive reduce structural noise and increase body strength
• Seven pints of liquid sound deadener on the cabin floor mute road and friction noise, and weigh 30 percent less than conventional sound-deadening materials
• A five-millimeter, acoustic-laminated windshield quiets wind noise
• Triple seals for all four doors block wind and road noise
• 30 "Snickers bars" of expandable, sound-blocking baffles in the roofline and window frames quiet noise transmitted around the door openings
• The 26- x 50-inch hood liner features acoustic materials that mute engine noise
• Two sound-absorbing mats on both sides of the front-of-dash panel isolate engine noise, and save three kilograms of weight by using lightweight materials
• A 15-millimeter-thick mat in the spare-tire well absorbs road noise
• Four wheel-well liners, backed with textile material, block tire noise
• A five-layer headliner muffles cabin noise

The quietness of the Cruze illustrates how addressing one sound often brings less-noticeable noises to the surface.

"Every noise masks other, quieter sounds," Vivian said. "For example, reducing a wind whistle on the highway can uncover a tire rumble on coarse roads. With Cruze, we recently added a dampener to the fuel line, because the interior is so quiet that we could hear fuel flowing through the line."

It seems that the engineering team may have hit their mark. After driving the Cruze, MotorWeek's John Davis wrote, "the ride was not only free of vibration, it was big-car quiet."

DriverSide.com's Alison Lakin concurred, writing "Chevy engineers worked hard to improve sound damping in the car, and it has clearly paid off. The Cruze cabin reaches levels of luxury car quietness. Seriously."

2011 CHEVROLET CRUZE FIRST DRIVE

At last, GM fields a compact sedan to be taken seriously

By Jeremy Sinek, MSN Autos - This is not a new game for GM. The automaker has been selling compact cars for decades, and not just through its Opel brand in Europe, where almost all its cars are small cars. Heck, for seven straight years in the '90s the supremely adequate Chevrolet Cavalier was the best-selling car in Canada.

What is new is the attitude. For too long, Detroit treated small cars as un-American, but a necessary evil. Automakers needed them to help meet American Corporate Average Fuel Economy standards, but they weren't worth putting too much effort into. The Cavalier sold well despite its mediocrity.

Much has changed. The humbling of Wall Street has made "econoboxes" more attractive to insecure Americans. Steep rises in fuel-economy standards are looming. And Chevrolet - good-ol'-boy, American-as-apple-pie Chevrolet - is now a major international player. It's the number-four selling brand in the world, and more than 60 per cent of those sales are outside the U.S.

Now the attitude is, "play to win or go home," says Chuck Russell, vehicle line director for the new Chevrolet Cruze. "Everybody wants to work on a car that's a winner."

Already well-proven around the world

Replacing the Cobalt (and its Pontiac G5 twin) in GM's U.S./Canadian line-up, the Cruze is nothing if not international. It made its sales debut nearly two years ago in Korea, and is already on sale in 60 countries. Now GM's plant in Lordstown, Ohio, is ready to build the Cruze for North American consumption, running three shifts right from the get-go.

If Cruze is a little late coming to our continent, its launch here does mark the world debut of an important new engine. Thanks to the power of turbocharging, a mere 1.4-litre four-banger, coupled with six-speed transmissions, promises competitive power (138 hp estimated, at only 4,900 rpm) with class-leading torque (148 lb.-ft. across almost the entire rev range) and exceptional fuel economy.

All this, in a car that is physically larger than anything else in the compact class. GM is pitching the Cruze as "a compact car with an upscale presence."

To put the 1.4's outputs into perspective, the base engine (Cruze LS) is a conventional 1.8-litre unit that generates two fewer horsepower (136, and at much higher rpm) and 25 fewer pound-feet of torque (123 lb.-ft. at 3,800 rpm). The Honda Civic, which is Cruze's main targt, presently rates 138 hp and 128 lb.-ft. of torque.

Keeping something up its sleeve

Both Cruze engines feature dual continuously-variable camshaft timing, but surprisingly, neither engine features that other increasingly common fuel-saving technology, direct injection. Presumably, with present targets already achieved, GM is keeping that up its sleeve to meet future challenges. Don't be surprised to see a dual-clutch transmission in the mix one day, too.

Unlike in the U.S., the Cruze LS will be sold in Canada without air conditioning, which brings our base price down to a keen $14,995. Standard stuff will still include trip computer, power windows and remote keyless power locking, plus the most safety gear in its class, including 10 airbags, ABS, and stability control. Available manual or automatic transmissions are both six-speeds.

Three other trim grades are all powered by the 1.4 turbo. Two of these, LT ($19,495) and LTZ ($24,780), come only with automatic transmission. The third, arriving later in the year, is the Eco model that achieves segment-busting fuel economy with a special wide-ratio manual transmission (the 6AT is optional). Extensive aerodynamic tweaks, which lower the drag rating to 0.298 from 0.324, and low-rolling-resistance tires also help the Eco achieve a projected segment-best 5.0 L/100 km highway fuel figure.

Expensive hardware for an affordable car

Underpinning it all is the latest version of GM's Delta architecture, which also supports the recently re-invented Opel Astra in Europe. Russell says GM didn't cheap out in the suspension department for our version. For example, our Cruze shares the Astra's Z-link back suspension, which adds a unique Watts linkage to the torsion-beam suspension, a semi-independent design that is otherwise pretty much an industry standard in small cars. In Europe, the Cruze has a plain torsion beam.

As well, the Eco has forged aluminum wheels, which cost more than cast ones but save 2.5 kg per wheel. And, according to Russell, GM "paid a pretty penny" for supplier ZF's version of electric power steering assist, which acts directly on the steering rack for better feel, he says, than other systems that act on the top of the steering column.

GM's pursuit of an upscale presence seems justified by the exterior's clean, tautly sculpted exterior, and even more so by the interior, which really looks like a refugee from a $40,000 luxury car. Even our mid-level LT test car sported fabric inserts on the dashboard plus a pleasing blend of piano-black and "aluminum" trim, all neatly applied; the only jarring note, a slightly misaligned glove-box lid.

Beanpoles welcome inside

There's a vast range of at-the-wheel adjustability; even a six-and-a-half-foot-plus journalist declared himself adequately housed. My more average frame was able to achieve a sporty long-arm/straight-leg posture while still enjoying a good view over the cowl, with minimal obstruction from the a-posts. The only real ergonomic grouse: gauges that need to be more crisply displayed, especially given the way sunlight can reflect off the covering pane and the gauges' bright bezels.

With overall interior volume of 110 cubic feet the Cruze is actually on the threshold of midsize roominess, according to the U.S. EPA classification system. That 110 is the sum of 15.4 cu. ft. (436 L) of square, regular trunk room, bested among compacts only by the VW Jetta and Suzuki SX4; and 94.6 "cubes" (2,677 L) of cabin room, which beats Civic and Corolla but falls short of Sentra and Elantra. Sitting behind the driver's seat adjusted to my driving position, I found rear-seat knee-room a little disappointing given the Cruze's exterior length, though the seat is nicely reclined and sculpted for comfort.

For all its quoted torque, the turbo models display some launch lag on the road, the engine only coming on strong at about 2,500 rpm. Even so, Chevrolet claims a 0-96 km/h time of 9.1 seconds, faster than automatic-equipped Civic or Corolla models. With manual transmission, though, both rivals are quicker than the 10.0 seconds cited for both the LS and the Eco with the manual box.

A quiet car is a quality car, GM believes

No argument, though, about the quietness of the Cruze 1.4T, even if the quality of what little you do hear is rather thrashy. Cruising is also an aurally serene experience on all except the coarsest pavement. Nor did we find any surfaces degraded enough to shake the conmposure of the suspension.

Plagued by slow traffic and construction, our drive route revealed little about the Cruze's handling other than that it feels planted and sure-footed. Steering response is better than Corolla's, but the Civic's unusually direct steering makes it feel nimbler than the Chevy.

All things considered, the Cruze arguably is the class of its class right now. But with redesigns of several key competitors imminent, will the Chevrolet be leap-frogged by the improving opposition? Possibly. Then again, the days are gone when GM dumped a new small car on the market and then left it to fend for itself. Going forward, Russell says, GM is ready and expecting to upgrade and improve the Cruze on a frequent basis.

Game on.

2011 Chevrolet Cruze LS

• Price: $14,995
• Type of vehicle: Compact FWD sedan
• Engine: 1.8-litre, DOHC, 16-valve I-4
• Power/Torque: 136 hp/123 lb.-ft.
• Transmission: Six-speed manual or automatic
• 0-100 km/h: 10.5 seconds (est.)
• Fuel consumption: TBA
• Competition: Ford Focus, Honda Civic, Hyundai Elentra, Kia Forte, Mazda3, Nissan Sentra, Suzuki SX4, Toyota Corolla, Volkswagen Jetta

2011 Chevrolet Cruze LT/LTZ/Eco

• Price: $19,495 - $24,780
• Type of vehicle: FWD compact sedan
• Engine: 1.4-litre, DOHC, 16-valve, I-4 turbocharged
• Power/Torque: 138 hp/148 lb.-ft.
• Transmission: Six-speed manual or automatic
• 0-100 km/h: 9.5 sec (est.); Eco, 10.5 sec (est.)
• Fuel consumption: TBA
• Competition: Ford Focus, Honda Civic, Hyundai Elantra, Kia Forte, Mazda3, Nissan Sentra, Suzuki SX4, Toyota Corolla, Volkswagen Jetta
  

NEW HATCHBACK IS NEXT CHAPTER IN CRUZE SUCCESS STORY

New model will build on Cruze sedan's global appeal

Cruze hatchback show car to be unveiled at Paris Motor Show

One of four Chevrolet premieres in Paris

By General Motors - The story of the Chevrolet Cruze goes from strong to stronger with the latest chapter heralding the launch of a new 5-door hatckback model, further evidence of Chevrolet's commitment to bring value for money in every segment in which it competes.

The new Chevrolet Cruze 5-door hatchback will go on sale across Europe mid 2011, followed by other global markets. While the Cruze sedan will arrive at U.S. dealers in September, the Cruze hatchback will not be offered in the U.S. market.

A show car version of Chevrolet's compact hatchback will be seen for the first time at the Paris Motor Show, on September 30. It will be one of four world Chevrolet premieres at the show.

With the introduction of the new Cruze hatchback, customers have an alternative body style to the traditional sedan.

According to Wayne Brannon, president and managing director of Chevrolet Europe, the potential for meeting further customer demand is significant. "Cruze is turning out to be a real success story. We are selling it in 70 countries around the world and it is our top-selling passenger car globally."

"Hatchbacks play a critical role in many markets. For instance, the total compact segment in Europe represents around 4.8 million units which is over a quarter of the total market, with hatchbacks representing around 65% of that volume," Brannon said. "We therefore expect to see increased business in a number of regions."

Since its launch in the spring 2009, the Cruze sedan has been warmly welcomed by markets all over the world, seen as a game changer for the brand with customers attracted to its coupe style, build quality, European 5-star NCAP rating and driving dynamics. It was also elected the AUTOBEST car of 2010 by a jury of leading auto writers in Central and Eastern Europe.

Outside of Europe, Cruze's sales momentum is equally evident. In China alone, Chevrolet has sold nearly 90,000 Cruze vehicles since the start of the year, while the sedan is also selling well in Russia, parts of South America, and in India and other emerging markets.

Hatchback Design: With its attractive sweeping coupe roofline and short overhangs at both the front and rear, the new Cruze hatchback has the same dynamic 'stance' as the sedan and will be instantly recognizable. It will benefit too from the same taut body 'feel' on the road, being built using the new body-frame integral system (BFI) which is complemented by the final tuning to chassis components. The BFI system results in high levels of stability and solidity.

Cargo capacity for the Cruze hatchback is close to 400 liters and will feature 60/40 split rear seating.

Chevrolet's participation in the World Touring Car Championship with the Cruze is also currently paying great dividends. With four races left in the season, it currently leads both the drivers' and team championships while also showcasing the dynamic qualities of the car to great effect.

'THINKING' CAR KEY PREDICTS DRIVER ACTIONS

Micro Computer Knows When to Lock, Unlock Buick LaCrosse Doors

By General Motors - When Dave Proefke gets locked out of his car, it's called "research."

Proefke, a General Motors Technical Fellow, leads a team that has developed an advanced wireless car key that automatically knows when to lock and unlock the doors on the 2011 Buick LaCrosse and selected other General Motors models.

"It does a lot of the thinking for you," said Proefke. "It tries to determine your intended action and perform that action for you."

The new key doesn't require a button press or even a keyhole. Instead it sends out a constant stream of data to the vehicle that includes where the key is located. That helps the car decide whether the doors should be locked or unlocked based on pre-programmed behavioral scenarios.

The LaCarosse can be equipped with push-button start with smart key technology. It knows whether or not the key is present inside the car. If it is, theft-deterrent encrypted coding allows the vehicle to start. The highly sophisticated system removes many of the mechanical systems such as wiring and cylinders that can make a vehicle easier to steal.

"With push-button start available on the CXL and standard on the CXS, LaCrosse owners can enter the vehicle, push a button to start the car and away they go," said Proefke. "No more fumbling for keys."

Buick's thinking car key knows when it has been left behind in a vehicle. Automatically sensing a lockout situation, it will alert the driver that the keys are still inside the vehicle. If the driver attempts to manually lock the doors, the fob system will keep the doors unlocked.

One of the common key fob myths is that someone could capture its signal and use it to steal a car. With advanced key fob technology, signals are encrypted and change with every button push. Stealing signals is virtually impossible.

Proefke, who grew up around cars, has been working on vehicle security systems for Buick for more than 20 years, and he holds several patents in the area.

"In the future, the functions that are on the key fob could be built into smartphone apps," Proefke said. "Also, key fobs will become smaller and more jewelry-like and could even be worn."

ALL-NEW ACDELCO ADVANTAGE FRICTION LINEUP PROVIDES QUALITY AND CONVENIENCE AT A COMPETITIVE PRICE

12-month/12,000-mile warranty sets line apart from many competitive products

By General Motors - ACDelco is introducing the ACDelco Advantage friction line, a new, entry-level portfolio of brake pads and hardware designed to provide dealers and distributors with a competitively priced yet quality alternative to other entry-level brake friction products.

ACDelco Advantage brake friction products cover about 80 percent of the current U.S. car population. The line includes non-asbestos organic, semi-metallic and ceramic brake pad formulations, depending on the vehicle application.

"The marketplace has been demanding an entry-level friction product such as ACDelco Advantage, but we were determined it had to meet our very strict requirements for quality and safety, as wel as live up to the high expectations associated with the ACDelco brand name," said Kurt Pursche, ACDelco brake product specialist. "Unlike many of our competitors, who do not brand their economy products, we are proud to put our name on the box and back it up with an excellent warranty."

ACDelco Advantage friction products carry a 12-month/12,000-mile warranty, compared to many competitors' products that offer a 30-day warranty or none at all. In addition, ACDelco Advantage brake pads come with the installation hardware in the box (when applicable), which can make the job easier for installers and even help ensure a better fit. Many competitive entry products do not include hardware. Advantage brake shoes include attached parking brake levers where required, and also come with a 12-month/12,000-mile warranty.

Furthermore, ACDelco Advantage brake pads are developed using Brake Effectiveness Evaluation Procedure (BEEP) testing. While the federal government sets performance standards for brake systems in new vehicles, there are none covering replacement brake components.

ACDelco Advantage brake pads are chamfered, slotted and shimmed to provide fit, form and function similar to many premium aftermarket products. A constrained-layer shim with rubberized coating on the back of the pad allows the pad to sit in the caliper more tightly to reduce noise. Competitive entry products either include a lower-quality shim or no shim at all.

"More and more customers are looking to save some money on brake service but they don't want to compromise quality," said Pursche. "ACDelco Advantage friction products offer quality that is similar to many premium aftermarket products, but at an extremely competitive price. When we developed this line, we decided that 'good enough' would not be good enough."

ACDelco Advantage friction products are available at select dealers and distributors. They join ACDelco Advantage rotors and drums, which were launched last year. In addition to the Advantage line of brake products, ACDelco also offers the Professional DuraStop and Original Equipment Service lines.

TIM ALLEN TO BE THE VOICE OF CHEVROLET

By General Motors - Television and movie star Tim Allen will be the voice of Chevrolet, beginning with the TV advertising for the all-new 2011 Chevrolet Cruze. The first ads for the Cruze will air next Tuesday, September 7, Chevrolet announced today.

"Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humour that will connect with viewers," said Joel Ewanick, vice president, U.S. marketing, General Motors. "His passion for all things cars makes him the perfect match for the Cehvrolet brand."

Allen is best known for his work in television's "Home Improvement" and movies including the "Toy Story" trilogy, as the voice of Guzz Lightyear, and "The Santa Clause" franchise. He is a native of the Detroit area and has a long-standing love affair with automobiles.

Allen has an extensive car collection, including personally designed versions of a 1996 Chevrolet LT5 Impala SS, a 2000 Cadillac DeVille DTSi.

"Everyone knows Tim Allen is a 'car guy' with Michigan roots," said Debbie Crispin, owner, Bill Crispin Chevrolet of Saline, Mich. "What a great voice for Chevrolet."

Allen will debut in the advertising for the all-new Chevrolet Cruze, which will use accolades from the news media and comparisons to competitive cars in the compact segment to introduce the Cruze to the marketplace. These ads will be followed by additional television ads with a large social media component, product integration in relevant shows and events, as well as advertising specific to the features and benefits of the Cruze.

"Tim Allen will be the voice in our Cruze advertising, but the car will be the star," Ewanick said. "Our communication on the Cruze will highlight the car, its features and its competitive advantages."

Advertising will ramp up later this fall, as the Cruze begins arriving in volume at dealerships.

The TV ads were produced by Goodby, Silverstein and Partners and include four :30 second spots.

The Cruze offers the spaciousness and amenities of a midsize car with the fuel economy of a compact. The Cruze also affirms Chevrolet's commitment to building refined, fuel-efficient vehicles using new, small-displacement, four-cylinder engines. The Ecotec 1.4L I-4 turbo with variable valve timing received an Environmental Protection Agency fuel economy rating of 26 miles per gallon in city driving and 36 mpg on the highway for the manual transmission and 22/35 for the automatic. The Cruze Eco model launching later this year is expected to get 40 mpg on the highway.

GM'S EWANICK: SELL THE BRANDS, NOT THE DEALS

By Automotive News - Joel Ewanick, 50, is rebuilding a marketing staff at General Motors Co. that has been shaken by last year's bankruptcy and subsequen turnover.

He was hired in May after three years at Hyundai Motor America and a two-month stint at Nissan North America. Ewanick says GM's brands must tell compelling stories and de-emphasize image-eroding campaigns designed simply to move metal.

He was interviewed August 25 in Detroit by a team of Automotive News editors and reporters.

What have you learned about GM marketing in your first 90 days?

Things are a lot better than you would imagine. Things have been going on here for six or seven years that you may not have been aware of. You are starting to see the design language that's specific to each of the brand channels.

You see in Cadillac a very distinct style. It's not a derivative of one of our competitors. And if you talk to consumers, that's what they want.

If you look at the product side, the underpinnings of the car, the same kind of discipline has been going on for a good five, six years. There is a language of performance for each brand and each model within the brand. If you don't have that language going on in product and styling, we're nowhere.

But we've been in sales mode for the better part of three years -- constantly doing sales events -- so we're not telling the story. We've got to get back to telling the story. What is the Chevrolet story? What do we want to tell people? People buy brands, they don't buy products. They buy into a brand. Chevrolet has a soul. That's something that we need to channel and use.

For many years, Chevrolet did flag-waving, Americana, apple-pie advertising. Will that continue?

Will we be so overt about our Americana? Probably not. The nice thing about Chevrolet is that people know it's an American brand. We don't need to remind them of the obvious.

Will product take care of itself? Or do you tell your team, let's just stick to our core messages?

The engineering staff has been doing its job for six or seven years now. They have a discipline on how they are developing the cars. Now marketing needs to develop that same discipline for each of the four channels. We have to make sure that we understand what Chevrolet is and tell that story.

How do you support the current and reinstated dealers with marketing, including local marketing groups?

We're re-evaluating all of that. Our overall marketing effort this year and next year is back to where we were in '08 and '09. But then we had eight brands to feed. We only have four brands to manage now. That gives us an opportunity to invest in these brands like we haven't before.

Any tangible examples of that?

You'll be able to tell the brand story - and still tell a retail message, a special deal on Malibu.

So will your local marketing groups get more money?

That's what we are re-evaluating now, how we go to market. My guess is yes.

Do you need to do more social media?

Maybe we need to change the language. It's not media. It's social engagement. Aren't we causing a conversation? Media is when you buy television or print. This is more of a dialogue. We're going to do interesting things -- even this fall with the Cruze launch.

What will your media mix look like? TV? Online?

I like television. Television is not dead. It drives a lot of traffic. We need to find a way to be more efficient in how we use television -- use it as a way to drive people to our Web sites and then use that to drive them to our dealerships. At the end of the day, isn't that what we are trying to do?

Let's take a look at Cadillac. This is a brand that we need to engage consumers and put it in places where they are not used to seeing it. So we're the automotive manufacturer of record for Northstar-at-Tahoe resort. They have summer and winter activities. We're going to allow people to take our cars out for test drives.

Here's a simple question: What would you say is the secret to marketing cars?

Brands have to understand the customers and have empathy for what they are going through. Why would you want a Buick? Why would that make sense to me? That's what we are going through now, finding the right words, tone, mannerisms and visuals.

The magic bullet is really easy: understanding your customers better than the customers understand themselves. You have to understand their decision-making process. When you understand that, you can form your arguments and make it OK for them to put that Cadillac in their driveway.

What happens in our industry, there's so much information. If you are not careful, you can get caught up in how the watch is made instead of what time it is.

Does that require a culture change at GM -- to be less self-absorbed and more connected with popular culture?

Yes. And it will take time. Fortunately, you've got engineers looking at the driving characteristics of the car already doing that. And you've got guys looking at the styling already doing that.

You have been talking a lot about cars. Do you have a pickup strategy?

Yes, we do. We will have some fun with it. I have a lot of friends with trucks. It's fun to observe them. It's fun to listen to the banter of truck people. Why can't we use that? If you equate it to a political campaign, there are two big camps (Ford and Chevrolet). It has been that way for many years. We will find interesting, creative and hopefully funny ways to take advantage of that.

How soon will we see that?

Likely October.

Are there more changes coming in personnel?

Yes. My boss, Mark Reuss, asked me to bring people into the organization who will challenge the way we look at things. If you go through a war, you get too close to things and you forget. You forget to see things through the eyes of the consumer. And we have really great things that guys have invented and put in the cars that we just don't talk about.

I'm getting resumes from across the board. This is the time to reshape the most iconic brands in the industry. I think people want to be involved in that.

Does Chevrolet need a tag or theme line?

No. I think the bow tie speaks for itself. And you'll see us use the bow tie prominently and proudly in everything we do.

Does Buick need a tag or theme line?

They will have a campaign line that might become their theme line. When you show the bow tie, there's a resonance that happens that we don't have to tell you what it means. With Buick, we feel we still need to describe and define what that brand's about.

Do you believe in halo cars?

Yes. The Corvette is one of the best-kept secrets. We should be using the Corvette to make a statement about Chevrolet. Tying the Corvette to Chevrolet is a beautiful thing. The Chevrolet brand has several halos. The Camaro should be a halo. You could look at the Volt as a halo product. I hope we turn the Cruze into a halo in that segment.

Chevrolet was built on iconic vehicles. You say SS to someone and they know exactly what you mean. Say Stingray, they know what you mean. Think of other brands, do they have those? Porsche has a few. Ferrari has a few. But some of our key competitors don't have many of those kinds of things. We're blessed with a cupboard full of vehicles that we can use.

CHEVY TO DEALERS: LET CRUZE SHOPPERS TEST-DRIVE COMPETITORS

By David Barkholz, Automotive News - Chevrolet is asking its 3,000 dealers to prepare for the late September launch of the new Chevrolet Cruze compact by purchasing competitors' vehicles for test-drive comparisons.

Chevrolet is encouraging dealers to have a Toyota Corolla and Honda Civic on site so prospective 2011 Cruze buyers can immediately measure the Cruze against its segment competitors, said Margaret Brooks, Chevrolet small-car marketing director.

At a media event today in suburban Detroit, Brooks said Chevrolet expects buyers to come away with a favorable view of the Cruze. At the event, Chevrolet had Corollas and Civics available for reporters to test drive after the Cruze.

Brooks said Chevrolet plans a major advertising and marketing blitz for the Cruze, although she declined to give details of the campaign or its budget.

The Cruze, which Chevrolet already sells in 60 countries, earned maximum scores in European front- and side-crash tests. U.S. crash tests have not taken place.

The Cruze Eco model gets a segment-leading 40 mpg on the highway, said Chuck Russell, Cruze vehicle line director. The Eco model is powered by a turbocharged, 1.4-liter four-cylinder engine with a standard six-speed manual transmission.

Russell said the Cruze has more shoulder room than the Corolla or Civic. And Chevrolet has equipped it with 10 airbags, a plush interior and sound-deadening glass in a bid to broaden its appeal.

Of particular interest are empty-nesters and boomers wishing to downsize to a compact without losing the premium features of a mid-sized sedan, Russell said.

The Cruze is being built now in General Motors Co.'s Lordstown, Ohio, assembly plant.