It's subtle and it's organic.

I look at it as the fun capital of the world, the entertainment capital of the world. We want to take advantage of all the people coming through your town.

I look at this as an opportunity. Deep down I thought there was an opportunity to do something with a little more sense of permanency.

At the end of the day, it has to result in sales.

It can create a more personal relationship (between GM and some celebrities), and at the end of the day, the business of entertainment is a lot about who you have a relationship with.

Obviously China's an important long-term business opportunity for the company. This was very important to them to get this bid. We want to make sure we're doing something important in that marketplace.

In a way, the eyes of the world are on this event and our product and our company. You want people to leave with the impression of an energetic and vibrant company that is also a healthy company.

We're not just randomly giving out cars.

[Tie-ins with entertainment are] a growing area of focus for us as an organization, ... In the past, we used to be very sports-focused.