Ford Will Sponsor Woodward Dream Cruise

DEARBORN, MI — With just more than a month until the annual Woodward Dream Cruise, Ford Motor Co. announced Tuesday that it will be the event’s new presenting sponsor. Chevrolet dropped its Dream Cruise sponsorship last month.

“Dream Cruise is all about the sheer joy and freedom of the automobile, and Ford has always celebrated car culture,” said Mark LaNeve, Ford vice president, U.S. marketing sales and service, in a news release sent to the Detroit News. “From Fiesta to GT, we’re obsessed with making driving fun and we’re committed to celebrating that passion with enthusiasts of all ages in the birthplace of motoring.”

Chevrolet ended its six-year sponsorship of the Dream Cruise after what it termed as routine evaluation of sponsorships and the value they bring to the brand. While it decided to end the sponsorship, GM said it was not pulling out of the Dream Cruise altogether and would continue to display its cars in Royal Oak and Birmingham during the event, which starts on Aug. 19.

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Communities along Woodward Avenue, from Detroit to Pontiac, participate in the Dream Cruise, held annually on the third Saturday in August 19. Now in its 23rd year, the Dream Cruise attracts more than 1 million visitors and about 40,000 classic, muscle and collector cars.

“We are elated to have Ford Motor Company’s commitment to the Woodward Dream Cruise, and we look forward to working together on this annual tradition that puts our region in the national and international spotlight,” said Tony Michaels, executive director, Woodward Dream Cruise, in a statement to the Detroit News. “Ford consistently strives to make the Detroit region stronger, and we are incredibly grateful for their partnership.”

Ford Motor Co. did not disclose the dollar amount of its contract with the Dream Cruise, the Detroit News reported. The deal is for one year with the option to extend the sponsorship to multiple years, according to the newspaper.

The Dearborn automaker’s expanded participation in the Dream Cruise isn’t limited to the sponsorship. Ford is hosting a “Driving Skills For Life” program, aimed at teaching new drivers safety techniques via a virtual reality app. The company will also continue to host Mustang Alley.

Photo by Bill Pugliano / Stringer / Getty Images News / Getty Images