Tinley Park Chevrolet dealers hoping Tim Allen takes Chevrolet to infinity and beyond

Tinley Park Chevrolet dealers hoping Tim Allen takes Chevrolet to infinity and beyond

Tim Allen became the new voice of Chevrolet when the company began advertising for the all-new 2011 Chevy Cruze in September. In case you don't remember the Tool Man, Tim Allen most notably was the star of the TV show "Home Improvement". He also garnered fame at the box office in the three "Toy Story" movies and "The Santa Clause" hits.

Known for his love of cars in his role on "Home Improvement" and in real life, Allen's voice will lend a lot of familiarity to the Chevrolet brand.

"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."

Tim Allen's voice paired with the Chevy Cruze ad campaign makes a good amount of sense. The Chevrolet Cruze is taking an irreverent stance toward competitor models, and is actually a little cocky about it in the ad campaign. Who better than Tim Allen to embody that tongue-in-cheek narrative?

The Cruze has received a ton of media attention, though not through the traditional way of company hype. In fact, part of the marketing strategy for Chevrolet has been to focus on the product portion of the marketing mix above all else. And the results have been positive in the form of automotive media ratings, which place the Cruze ahead of competitors in the compact segment, like the Honda Civic.

The Chevrolet Cruze brings a lot to the table. It features the space and options consumers will see in midsize cars, but comes in at a very fuel-efficient 26 mpg city and 36 mpg highway. The Cruze uses a four-cylinder, small-displacement engine: the Ecotec 1.4-liter I-4 turbo. Later this year, the Cruze Eco will arrive boasting even more fuel efficiency, claiming to achieve 40 mpg highway.

It's a victory for Detroit. And with Tim Allen's homegrown Detroit voice backing some of the biggest initiatives Chevrolet has had in decades, the product and marketing may be a perfect match GM has been seeking.

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