The Woodward Dream Cruise will no longer be presented by Chevrolet, according to The Detroit News. The brand has dropped its sponsorship of the event after five years.
The title sponsor earns major recognition during the event and is normally included in the event title. Since Chevrolet signed on, the events official title has been “Dream Cruise presented by Chevrolet.”
“We evaluate our sponsorships on a regular basis and make adjustments to our strategy based on our business needs,” a Chevrolet spokeswoman said in an email. “While we are no longer the sponsor, we still see great value in engaging with Chevy fans, so we will continue to have our displays in Birmingham and Royal Oak to showcase our products and celebrate the summer tradition of cruising along Woodward Avenue.”
Weeks ago Chevrolet announced a new partnership to become the official vehicle of the new Little Ceasar’s Arena, though, the brand said the new partnership did not influence the decision to end its relationship with the Dream Cruise.
The Dream Cruise has since announced a new title sponsor has been secured but did not reveal the company. Ford is rumored to have taken the sponsorship up; Fiat-Chrysler Automobiles stated none of its brands had signed on.
While Chevrolet will still have a presence, the end of its sponsorship means its fleet of Silverado rescue trucks will be retired. The trucks were piloted by certified mechanics to help stalled or broken-down cruisers during the event.