Chevy Joy Rides

A lineup of shiny new Chevrolets is parked outside the convention center today. Friendly Chevy reps ask passerbys, “Want to take one for a spin?” We immediately thought: What’s the catch? Is it really that easy? Yes, it pretty much is. All you have to do is sign in and pass a breathalyzer test. From there, you’re off on a .7-mile joyride through downtown Austin.

At a festival where so many brands are asking consumers to engage with their products in roundabout ways, it’s kind of refreshing to see Chevy just come out and invite people to drive one. And why not? What’s the worst that can happen? A few scratches or a spilled drink on the upholstery, maybe. But we say it’s well worth the direct exposure.

So, step right up and get behind the wheel. The Corvette and the Camero are way tempting. The Malibu, not so much.