Chevrolet recently held its annual dealers meeting for dealership personnel across the United States. More than 3,000 Chevrolet dealership employees and owners spent two days in Las Vegas, Nevada, where they were given a glimpse at what’s coming from the bowtie brand, a refreshed 2016 Silverado and a Cruze hatchback, plus some.
But it wasn’t as dreary as attendees remembered. This dealer meeting got those attending out of the banquet rooms and onto the race track at nearby Spring Mountain Motorsports Ranch. There, Chevrolet dealers were invited to test drive the 2016 Camaro and 2016 Malibu. Also in attendance was the 2016 Colorado in 2.8-liter Duramax diesel guise, which attendees were able to take on a secure off-road course. Finally, the 2016 Volt made an appearance, too. Dealer employees were invited to drive the 2016 Volt at an indoor testing facility at an undisclosed vacant casino.
“It was by far the most interactive national dealer meeting I’ve been to,” Duane Paddock, owner of Paddock Chevrolet in Kenmore, N.Y., told Automotive News. “My team was buzzing when they got back to the store.”
And that was the goal according to U.S. Vice President of Chevrolet, Brian Sweeney. Sweeney said the dealer meeting is the brand’s “Find New Roads” thinking come to life as the brand emphasizes new retail strategy and bright ideas.
“We’re rethinking what’s possible in everything we do, and that includes this business meeting,” Sweeney said.
Chevrolet acknowledged the hardships with putting on such an event (heavy coordination had to happen to ensure 100 pre-production Volts, Malibus and Camaros were available), but says the costs will reap reward.
If that’s not enough, Chevrolet also hired Kid Rock to play two exclusive concerts for those attending the meeting, and about 1,000 military members stationed nearby.