A Diet Mountain Dew Chevrolet, with the paint scheme Dale Earnhardt Jr. will drive in the 2012 NASCAR Sprint Cup series, will be at display during the Hilton Head Concours d’Elegance on Saturday & Sunday, Nov. 5 and 6, according to information released Friday by the organization. The Concours d'Elegance will take place at the Coastal Discovery Museum at Honey Horn on Hilton Head Island.
Diet Mountain Dew will replace the Pepsi-owned brand AMP Energy, featured on the car since 2008, as the primary sponsor but AMP will remain on the car next season as an associate sponsor. The Mountain Dew brand has a strong history in NASCAR. It was most notably the primary sponsor of Hall of Fame driver Darrell Waltrip during his 1981 and 1982 championship seasons. Earnhardt Jr. will have the new brand on his car starting with next year’s Daytona 500.
“The time is right to put the power of Dale Earnhardt Jr. behind Diet Mountain Dew as our lead brand on the 88 car,” said Brett O’Brien, vice president of marketing for Mountain Dew and AMP Energy, when the announcement was made in September. Diet Dew is one of the fastest-growing carbonated soft drinks in the United States, and Dale Jr. is the embodiment of the person we’re trying to target with Diet Mountain Dew – it’s a perfect partnership. Additionally, AMP Energy will continue to be a significant part of our sponsorship activity with several AMP Energy paint-outs in 2012.”
Since 1984, Hendrick Motorsports has earned 199 race victories and a record 10 car owner championships in NASCAR’s premier division, the Sprint Cup Series. The organization fields four full-time Chevrolet teams on the Sprint Cup circuit with drivers Mark Martin, Jeff Gordon, Jimmie Johnson and Earnhardt Jr. Martin is the only Hendrick driver who is not in the 2011 championship field.
The Hilton Head Island Motoring Festival & Concours d’Elegance has earned the distinction of being one of the nation’s signature automobile events and was recently named to the Southeast Tourism Society’s ‘Top 20 Events’ list. The multi-day Festival features four signature events: the Savannah Speed Classic (Oct. 28 – 30), the Car Club Jamboree (Nov. 5), the Motoring Midway (Nov. 5 & 6) and, the centerpiece, the Concours d’Elegance (Nov. 6).
Schedules and ticket information, are available on the events website.
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