Like a Rock

‘Giddyup giddyup 409’… ‘And good old boys were drinking whiskey and rye’… ‘I remember when rock was young’… ‘We’re going racing in the streets’… ‘Baby you’re much too fast.’ These lyrics are from songs – by The Beach Boys, Don McLean, Elton John, Bruce Springsteen and Prince – that pay tribute to a manufacturing icon: Chevrolet. From the BelAir, to the Corvette, to the Camaro, Chevy exemplifies the ‘heartbeat of America’ to multiple generations of car enthusiasts.

When Dinah Shore sang, “See the U.S.A in your Chevrolet” in the 1950’s, she popularized the brand with millions watching on the emerging technology of television. Sponsorships of Bonanza and Bewitched solidified the company in the minds of parents. Then the 1963 redesign of Corvette into the Stingray and the 1967 introduction of the Camaro made Chevy the envy of teenagers and sports car lovers. Things were good for decades in Detroit. As the famous commercial noted: “Baseball, hot dogs, apple pie and Chevrolet.”

Like all companies, Chevy has its share of legacy clunkers. In the ’60s, Ralph Nader took the company to task for the faulty rear suspension of Corvair. The Vega’s engine problems and overall poor quality in the ’70s signaled the beginning of the end of America’s reign as automobile manufacturing king. The SSR – released in 2004 – tried to capitalize on the ‘retro’ movement. Time magazine described it as a “putative performance machine, heavy, underpowered and unforgivably lazy.” Then there was that whole bailout and bankruptcy at GM three years ago. Don’t look for that episode to be featured in any Chevy historical film.

It’s been a long journey for the company French racecar driver Louis Chevrolet started a century ago today with ousted GM founder William C. Durant… and there is reason to be excited about the future. Silverado is the number two selling vehicle in the country. Equinox and Cruze rank among the top 15. The plug-in hybrid Volt, released last December at a manufacturer’s suggested price of $40,000, is the most fuel-efficient car on the road with an EPA rating of 93 mpg. Like any organization, Chevy proves innovation and stick-to-it-ness are essential for long-term success.

Happy 100th birthday, Chevrolet.

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This Gun’s for Hire

You may not recall what you were doing exactly 25 years ago tonight…but I remember where I was. At the time, I produced shows for a cable sports channel. That was shortly after MTV debuted, so my co-producer and I decided to take advantage of our access to technology and record music videos for about a month, then throw a party at my apartment complex for our friends to watch them.

A week before the big event, with the help of our director and engineer, we entered the studio after hours and recorded segments to introduce the videos. As amateur versions of J.J. Jackson and Mark Goodman, we named our program “Me and Lee TV.” Once the party rolled around, we were quite surprised – first by the number of people crammed into such a small place, and second that whenever the videos played folks would be loudly socializing…yet as soon as the two of us appeared on the gigantic 24″ screen everyone would run over and listen in silence to our improvisational comedy routine.

The reason I know the date – September 23, 1984 – is because the apogee of our production was the ‘world premiere’ of Bruce Springsteen’s Dancing in the Dark – and it happened to be in celebration of his 35th birthday. The Boss turned 60 today, which means most of the people at that party soon are hitting 50. While I’m amazed at how fast the years flew, today my thoughts are about lifelong friends who are always just a phone call, e-mail or reunion away, specifically Lee, Chris, Mark and Paul…

Once we made a promise we swore we’d always remember
No retreat, baby, no surrender
Blood brothers in a stormy night
With a vow to defend
No retreat, baby, no surrender

© Bruce Springsteen 1984

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