• Detroit Free Press, Wednesday, February 11, 2009 10:30 AM

General Motors is unveiling five concept vehicles at the Chicago Auto Show today that will star in the upcoming summer sequel "Transformers: Revenge of the Fallen." Marketing experts say the movie is an efficient way for GM to attempt to improve its image after its disastrous run in Washington, Tim Higgins reports.

Opinions of the Chevrolet brand jumped 72% after consumers saw the first "Transformers" movie two summers ago according to statistics compiled by GM. More importantly, consideration for the brand increased 14%.

"When you are looking to change your image, then the best way ... is with what appears to be non-paid promotion," says Christie Nordhielm, associate professor of marketing at the University of Michigan. "You want to stay clear of advertising."

GM executives refuse to say which vehicles will appear in the film. But people familiar with the movie say the Camaro returns and will be joined by Chevrolet Volt, an electric-drive vehicle planned for late 2010; the Chevrolet Spark, which will hit the U.S. market in 2011, and Chevrolet Trax, a concept car. In addition, rumor has it that GM made a special 50th-edition Corvette Stingray for the movie.

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