On Friday, Feb. 7, ValvolineTM and Hendrick Motorsports announced a first-of-its-kind consumer challenge called the Reinvention Project. During the challenge, car enthusiasts everywhere can put their know-how to the test in an attempt to guess the various features of NASCAR Sprint Cup Series drivers Jimmie Johnson and Dale Earnhardt Jr. reinvented classic Chevy trucks for a chance to win a truck of their own. In addition, fans can also visit participating retailers for a free Jimmie Johnson or Dale Earnhardt Jr. hat with the purchase of five or more quarts of Valvoline motor oil.
“Working alongside Valvoline and Hendrick Motorsports, the automotive know-how is incredible,” said Earnhardt Jr., driver of the No. 88 Chevrolet SS. “The finished product is going to be second-to-none.”
Starting on Monday, Feb. 10, a virtual garage hosted at www.ReinventionProject.com will allow consumers to select the parts that Earnhardt Jr. and Johnson hand-picked for their high-performance trucks, from Chevrolet Performance* engines, to American Eagle* wheels and Goodyear* tires. Clues and updates will be released via Valvoline’s social media channels – with the hashtags #TeamJimmie or #TeamDaleJr – to help participants revisit and fine-tune their online truck builds along the way.
“The opportunity to work with Valvoline on the Reinvention Project is one I couldn’t pass up,” said Johnson, driver of the No. 48 Chevrolet SS. “Having the flexibility to rebuild and reinvent nearly every part of my shop truck from the ground up is such a cool experience.”
Valvoline is the Official Lubricants Supplier of Hendrick Motorsports and will be featured as a major associate sponsor of the team’s Chevrolet SS race cars in 2014. In addition to Earnhardt Jr. and Johnson, Sprint Cup Series drivers Kasey Kahne and Jeff Gordon will also use Valvoline oil in their race cars. Hendrick Motorsports uses a specially designed Valvoline racing formulation in its Chevrolet R-07 racing engines in the elite Sprint Cup Series. This marks a reunion of sorts, as Valvoline was a team sponsor from 1993-95, supplying lubricant technology that contributed to Hendrick Motorsports’ first Cup championship with Gordon in 1995.
“We are thrilled to kick off our relationship with Hendrick Motorsports the best way we know how – by getting in the garage and under the hood,” said Heidi Matheys, senior vice president of Valvoline’s Do-It-Yourself channel. “Our shared commitment to innovation and pride in a hands-on approach led us to the Reinvention Project. We’re looking forward to seeing the online truck builds from all the car enthusiasts out there.”
Inspired by the brand’s most recent “Valvoline 140” campaign, the Reinvention Project celebrates the advancement that has taken place in the more than 140 years since introducing motor oil in 1866. Valvoline has remained committed to studying the evolution of engines and how to keep them running at peak performance ever since. The Reinvention Project combines appreciation for the amazing Chevy trucks of the past 75 years and commitment to continued innovation and reinvention to meet the needs of today’s drivers everywhere. Other leaders in automotive technology like Wilwood* brakes, Goodyear tires and American Eagle wheels will be lending their support, with both trucks getting Chevrolet Performance crate engines under the hood to ensure plenty of power and reliability.
Over the next couple weeks, this column will strive to provide full coverage of the events leading up to the Great American Race at the end of February, including an interview with perennial contender David Ragan, as well as a few moments with one of the most awesome, and probably off-the-wall drivers to ever put on a driving suit; Kenny Wallace!
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