The GM Hard Day's Work Tour kicks off its Texas-sized tour schedule today in Dallas before making appearances throughout the state in October, November and December. Billed as the Hard Day's Work Tour the event is designed to showcase GM products that appeal most to small-business owners.
And since GM recognizes that these buyers have little time to shop for vehicles, GM is bringing the tour to the workers. In conjunction with Lowe's Home Improvement Centers, the Hard Day's Work Tour will make morning stops at Lowe's stores throughout Texas.
"We realize that this group doesn't have much free time. Many of them start their day at Lowe's before heading out to a job site. We thought we'd create our own job site, let them have a little fun, grab something to eat and see our products in a relaxed environment where they can learn about the trucks on their own," said, Frank Jenkins, Incentives and Promotions manager, GM Fleet and Commercial.
Indeed, the tour has plenty to keep attendees busy. In addition to offering complimentary breakfast, the Hard Day's Work Tour also features several different product displays - including the all-new Chevy Silverado and GMC Sierra full-size pickups - tool giveaways, a sweepstakes to win a 2007 GMC Sierra and even a special $500 purchase incentive coupon for people who might be interested in the purchase or lease of a new vehicle.
After a morning stop at the Lowe's store the tour packs up and heads out to real job sites for an afternoon event. "This is a group that knows what it wants in a truck because it helps them do their job better. We want to prove to them that GM trucks are the right partner on the job so we're taking the tour out to them," Jenkins added.
While on the job site the tour event will offer complimentary food and beverage in addition to the product displays, giveaways and sweepstakes offerings.
In total, the tour will make several appearances in Dallas, Houston, San Antonio, Austin and El Paso. And it is even scheduled to make a special appearance at the Texas Motor Speedway on November 4th and 5th for the O-Reilly Challenge and Dickie's 500.
"We've created a perfect environment to showcase our products and the name of the tour is the perfect way to describe our trucks and acknowledge the work ethic of the customers who appreciate GM trucks," Jenkins said. I hope people will stop by our Hard Day's Work Job site, grab something to eat, take a look at our outstanding products and know what we're all about."
The tour is promoted by the GM Business Choice program that is available to qualified business customers. Under the program small-business owners can select an additional purchase incentive option to complement their business use. Options range from $350 gift cards to "upfit" or bin packages that retail for $3,290. "Business Choice was initially created 13 years ago to meet the needs of customers who use their vehicles to perform their business, said Jenkins. "These customers were primarily in the building trades - people who owned their own business and were looking for a work truck. By expanding to include SUVs and sedans, we are opening up our customer base to include professional practices and services, such as lawyers, real estate brokers, restaurant/food delivery and health care workers."
The Hard Day's Work Tour is scheduled to appear at Lowe's Home Improvement Stores in the following metropolitan areas: Dallas, October 30 - November 14; Houston, November 16 - 30; Austin, December 1 - 8; San Antonio, December 11 - 15; El Paso, December 18.
Specific dates and times will be available via promotional signage at participating Lowe's Home Improvement Stores or by asking at the Lowe's in-store Pro-Desk.