Kid Rock is officially out with Chevrolet, according to The Detroit News. Chevrolet ended its relationship with the country rocker at the end of 2015 and the brand did not renew a contract.
Instead, the brand announced Luke Bryan as its new brand ambassador. Chevrolet and Bryan both implied it was a natural fit, as Bryan had already used a Chevrolet Silverado on stage during multiple concerts and shows. Bryan will promote the entire Chevy brand, not just trucks, though.
Kid Rock and Chevrolet had come under fire last year for the rocker’s alleged use of the Confederate flag during shows, with groups prepared to protest General Motors unless Chevy pulled its sponsorship of Rock’s shows. Chevrolet did not end its sponsorship, and the group did not protest the automaker in the end.
“Chevrolet has enjoyed its relationship with Kid Rock, both sponsoring his 2015 summer concert tour as well as collaborating with him on the creation of his customized 2016 Silverado 3500HD that we displayed at the SEMA show in Las Vegas,” Chevrolet said in a statement. “While our business arrangement concluded at the end of 2015, our relationship remains very positive.”