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GM touts Chevy’s present, future for centennialChevrolet’s 100th birth-

day strategy reflects Gen-eral Motors’ recent market-ing philosophies: Play off the soft spot people have for the brand’s heritage, but empha-size what Chevy looks like today.

When GM’s mainstream brand relaunched its U.S. advertising last fall, a main challenge involved leverag-ing the good memories peo-ple had of Chevrolet with-out reminding them of the bad experiences that often turned them off the brand. That led to the “Chevy runs

deep” marketing campaign and the emphasis on cars such as the new Chevrolet Cruze and Volt.

For Chevy’s 100th anniver-sary, GM plans to highlight Chevrolet’s history among enthusiasts, mostly through the Woodward Dream Cruise in Detroit, while keeping its overall focus on looking for-ward to the brand’s rede-signed cars and crossovers. GM isn’t preparing a huge event for Chevrolet’s actual birthday, Nov. 3, and it won’t saturate the airwaves with reminders of its age.

“We’ll leverage the centen-nial, but it’s not going to be

a huge part of our market-ing going forward because that doesn’t solve our prob-lem,” U.S. marketing boss Chris Perry said in a recent interview.

GM wants to keep work-ing to convince buyers that Chevrolets are better than they thought — and worth putting on their shopping lists. For instance, consum-er auto site Edmunds.com calculates the percentage of people who are considering a Chevy at 12 percent, behind Ford and Toyota and about even with Honda.

GM’s plan for Chevy con-trasts with the way Ford cel-

ebrated its company’s and namesake brand’s 100-year anniversaries in 2003 — and with GM’s own 100th birth-day celebration in 2008.

About 250,000 people came out for Ford’s five-day 100th birthday party on the grounds of its Dearborn, Mich., headquarters.

GM kicked off its celebra-tion with a Dream Cruise parade of 100 classic cars. In September, on the actual anniversary, the automaker unveiled the production ver-sion of the Chevy Volt on a webcast that featured speak-

By Chrissie ThompsonDetroit Free Press

Paul Moseley/Fort Worth star-telegraM/MCt

General Motors employees cheer and applaud May 11 as the nine-millionth vehicle rolls down the final inspection line, breaking through a banner created to mark the event in Arlington, Texas.See CENTENNIAL, Page 2

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/ Monday, August 1, 2011 Tallahassee Democrat / OnTheMOve

ers in Detroit, Germany, Chi-na, Mexico and Brazil; host-ed a discussion on the next 100 years of world transpor-tation, complete with ques-tions from Web watchers, and opened its headquarters for a party for Chevy fans.

But the day before GM turned 100, the auto industry changed: Investment bank-ing giant Lehman Brothers went bankrupt, setting off the longest recession since the Great Depression and sending demand for U.S. auto sales hurtling toward quarter-century lows. Two months later, GM was plead-ing for U.S. aid.

The assistance came, and GM survived bankruptcy. But auto sales are still recov-ering, and the automaker is seeking to fit into the lean image that accompanies its “New GM” moniker. Strat-egists decided paying for a massive company-wide par-ty for Chevrolet didn’t make sense, said GM spokesman Tom Wilkinson.

Instead, GM will let its individual regions and coun-tries worldwide decide how to celebrate Chevy, which makes up about half of GM’s global sales, in ways that fit the brand’s meaning in that location, Wilkinson said.

In Europe, for example, GM may continue to lever-age the Swiss birthplace of Louis Chevrolet, who found-ed the brand. His hometown, La Chaux-de-Fonds, was already the site of a gath-ering of 1,200 Chevys and 30,000 people in June in hon-or of Chevrolet’s 100th anni-versary.

In Detroit, the focus is on the Woodward Dream Cruise, which Chevy has returned to sponsor this year.

Chevy will celebrate with a parade of past and present cars on Aug. 18 before the official Dream Cruise that Saturday.

Plans to celebrate the actu-al birthday, Nov. 3, are still a work in progress, but won’t include the fanfare of the Dream Cruise or the 2008 celebration for GM.

CentennialFrom Page 1‘Rail dust’ is bane of new-car paint

QUESTION: We have a 2005 Dodge Grand Caravan with 83,000 miles on it. There is a bubbled-up spot and some rust pimples on the right front passenger door. A body shop found several other rust spots all over the van. He thought that it may be rail dust. According to him, this could have happened when it was transport-ed on the train. I have a friend who is retired from Chrysler who said I should ask for a 50-50 deal to fix the problem. Your thoughts?

ANSWER: Paint damage from rail dust occurs when very fine, hot steel debris from rail tracks and train wheels lands on the paint of a new car being trans-ported to a dealership. This hot “dust” literally melts into the clear coat and paint on the vehicle. If it hasn’t penetrated through the clear coat, it can sometimes be removed by care-ful wet sanding and polishing. If it has penetrated into the color coat, the only solution is repaint-ing. Left unrepaired, the steel debris begins to rust — as you have discovered.

Because rail dust damage hap-pens only during new-car trans-

port, I agree with your friend. Have the dealership confirm the damage is rail dust, and hope-fully Chrysler will help with the repair.

Q: I bought a bright maroon 1983 Dodge 400 convertible three years ago that looked like it had never been polished. I polished it, but the hood dulled out in a week. I tried several products specifi-cally designed to remove oxida-tion and restore color. They last-ed a little longer but still dulled out. Then I tried WD-40. It works and takes less time, but still eventually dulls out. A body shop told me the only fix is sanding and repainting.

A: The body shop is correct. Once the paint on a vehicle has “died,” there’s no permanent fix. As you’ve discovered, it’s pos-sible to make the paint shine — for a while. But it won’t last long because the paint has dried out and oxidized beyond restoration.

Q: My daughter’s 2001 Hyun-dai Santa Fe is displaying areas of flaking clear coat on the top and fenders. Her SUV is black and has been polished and waxed at least once a year. Is it possible to have the clear coat stripped and new clear coat sprayed on, or does the car require a complete paint job?

A: I asked my son, Paul Jr., a body and paint specialist, if this can be done successfully. He said that stripping and reapply-ing the clear coat might — and he emphasized “might” — be possi-ble, but only if done exceptionally well. The clear coat would have to be very carefully sanded off using nothing coarser than 500- or 600-grit in order to not leave sand scratches that would show through new clear coat. But, he emphasized, if the sanding goes through the color at any point, the entire panel would likely have to be fully sanded and repainted.

He suggested that with a 10-year-old vehicle, it probably would be better to completely

refinish the affected panels. Q: I have a 1997 Crown Victo-

ria and have recently had some steering problems. At highway speeds everything is normal, but at lower speeds it sticks during a turn. The car has a steering gear-box and Pitman arm, so is the gearbox failing?

A: The first step is to have a qualified shop carefully inspect all the front-end steering and suspension components like ball joints, steering tie rods, drag link and idler arm. Also, carefully check the steering column and universal joint that connects the column to the steering box. Even tire pressures, alignment or bind-ing in the steering column could cause this symptom.

There is an adjustment for free play in the steering box, but if an adjustment is necessary, leave it to a pro.

—Paul Brand, author of “How to Repair Your Car,” is an automotive

troubleshooter, driving instructor and former race-car driver. Read-ers may write to him at: Star Tri-

bune, 425 Portland Ave. S., Minne-apolis, Minn. 55488 or via email at paulbrandstartribune.com. Please

explain the problem in detail and include a daytime phone number. It isn’t always possible to send a per-

sonal reply.

By Paul BrandStar Tribune (Minneapolis)

To lease or buy? Not a cut-and-dried answerQUESTION: Advice, please, on

whether we should lease or buy a car? We are a senior couple and tend to keep our vehicles for a while. Can you help with some pros and cons?

—Paul Paradise, KissimmeeANSWER: A couple of years

ago, good leases were hard to come by, but in this current mar-ket, there are quite a few. Most of the leases you see advertised are “subvented” leases, which are backed by the manufacturers, and typically discounted — these are the leases you see advertised by manufacturers, available for

the same price at every dealer. These are usually pretty good

offers, but are seldom very nego-tiable, unless you have a trade-in vehicle — you can dicker on the value of it. Other, non-subvent-ed leases are usually offered by dealers themselves, and can vary from one store to another.

What is the advantage of leas-ing? Usually a lower down pay-ment, and lower monthly pay-ments. Customers who want a new vehicle every few years are well-served by leasing. People who hang on to their vehicles for a while, usually paying them off, are not — a lease gives you noth-ing at the end of the contract, and you’ll either have to buy the vehi-

cle at a pre-set price, or lease or buy another one.

All leases also have a mile-age limit, sometimes as low as 8,000 to 10,000 miles a year. If you drive more than that, you’ll pay extra for each mile over your limit.

The best thing to do is work the numbers — see what it costs to buy and to lease a vehicle you are interested in, and see if the limitations of a lease are worth

it. Remember that if you decide to terminate a lease early, it will cost you. There are, however, services like the Miami-based LeaseTrader.com, which seeks to match up lease customers who want out of a lease and customers who want to lease for a shorter period of time.

—Steven Cole Smith is the automo-tive editor at the Orlando Sentinel in

Florida. Send questions to scsmithor-landosentinel.com.

By Steven Cole SmithThe Orlando Sentinel

Q&A

Q&A

I bought a bright maroon 1983 Dodge 400 convertible three years ago that looked like it had never been polished. I polished it, but the hood dulled out in a week. ... A body shop told me the only fix is sanding and repainting.

All leases also have a mileage limit, sometimes as low as 8,000 to 10,000 miles a year. If you drive more than that, you’ll pay extra for each mile over your limit.

OnTheMOve / Tallahassee Democrat Monday, August 1, 2011 /

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‘08 HONDA Odyssey

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‘07 NISSAN Maxima

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‘07 TOYOTA Camry

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‘07 TOYOTA Camry

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‘07 HONDA CR-V

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‘08 FORD Fusion

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‘10 NISSAN Altima

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‘07 GMC Envoy

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‘08 JEEP Liberty

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‘06 HONDA Pilot

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‘08 HONDA CR-V

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‘09 ACURA TSX

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‘08 HONDA CR-V

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‘07 HONDA Pilot

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‘10 HONDA Odyssey

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‘10 HONDA Odyssey

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‘08 HONDA Odyssey

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‘09 HONDA CR-V

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‘10 ACURA MDX

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‘08 BMW X5

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‘08 VOLVO XC90

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‘05 INFINITI FX35

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‘02 TOYOTA Tacoma

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PROCTOR | AC U R A2011 Subaru Forester 2.5X Touring3.5L V6, A/C, Alloy

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‘09 FORD Focus

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V6 Cylinder, A/C, Alloy Wheels, Split Folding Rear Seat, ABS, Tilt Wheel, CD Player.

‘06 MERCURY Mariner

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4 Cylinder, A/C, Alloy Wheels, ABS, Tilt Wheel, CD Player, AM/FM Radio, PW, PL.

‘05 HONDA Civic Hybrid

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‘04 BMW 3 Series

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5 Cylinder, A/C, Split Folding Rear Seat, 4DR 2.5L Turbo AWD, Sunroof.

‘04 VOLVO XC90

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‘07 NISSAN Maxima

$18,9941-866-938-4963

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‘07 TOYOTA Camry

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‘07 TOYOTA Camry

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‘06 NISSAN Xterra

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‘08 HONDA Fit

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‘08 HONDA Fit

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‘10 NISSAN Altima

$25,4901-866-938-4963

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‘07 GMC Envoy

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‘08 JEEP Liberty

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A/C, Alloy Wheels, Split Folding Rear Seat, Tilt Wheel, CD Player, AM/FM Radio, PW, PS.

‘11 KIA Soul

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‘07 HONDA CR-V

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2.5L I4, A/C, Split Folding Rear Seat, ABS, Tilt Wheel, CD Player, AM/FM Radio, PW, PL.

‘10 MAZDA Mazda6

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1.8L I4, A/C, 2DR Auto LX, ABS, Tilt Wheel, CD Player, AM/FM Radio, PW, PL, Cruise, PS.

‘08 HONDA Civic Cpe

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‘09 ACURA TSX

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‘08 FORD Explorer

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‘08 HONDA CR-V

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‘08 NISSAN Altima

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‘10 SUBARU Legacy

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‘08 FORD Expedition

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‘08 HONDA Ridgeline

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‘08 LEXUS IS 250

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‘10 HONDA Element

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‘10 ACURA MDX

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‘08 BMW X5

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‘08 VOLVO XC90

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‘05 INFINITI FX35

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‘02 TOYOTA Tacoma

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‘05 HONDA Odyssey

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‘09 FORD Focus

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‘04 BMW 3 Series

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‘04 VOLVO XC90

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‘07 NISSAN Maxima

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‘07 TOYOTA Camry

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‘07 TOYOTA Camry

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‘06 NISSAN Xterra

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‘08 HONDA Fit

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‘08 HONDA Fit

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‘10 NISSAN Altima

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‘07 GMC Envoy

$19,984866-527-5191

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‘08 JEEP Liberty

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‘11 KIA Soul

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‘07 HONDA CR-V

$18,9801-866-938-4982

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‘10 MAZDA Mazda6

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‘09 ACURA TSX

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‘08 FORD Explorer

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‘08 HONDA CR-V

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‘08 HONDA CR-V

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‘08 NISSAN Altima

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‘10 SUBARU Legacy

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‘08 LEXUS IS 250

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‘10 HONDA Element

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‘10 ACURA MDX

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‘08 BMW X5

$37,9901-866-938-4963

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‘08 VOLVO XC90

$25,9861-866-938-4963

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‘05 INFINITI FX35

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‘02 TOYOTA Tacoma

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‘05 HONDA Odyssey

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‘09 FORD Focus

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‘04 BMW 3 Series

$14,9251-866-938-4982

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‘04 VOLVO XC90

$13,9801-866-938-4982

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‘07 NISSAN Maxima

$18,9941-866-938-4963

Proctor Acura


‘07 TOYOTA Camry

$17,995866-527-5191

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‘07 TOYOTA Camry

$17,599866-527-5191

Proctor Subaru



$16,9431-866-938-4982

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‘06 NISSAN Xterra

$16,7051-866-938-4982

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‘08 HONDA Fit

$16,4931-866-938-4982

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‘08 HONDA Fit

$15,9801-866-938-4982

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‘10 NISSAN Altima

$25,4901-866-938-4963

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‘07 GMC Envoy

$19,984866-527-5191

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‘08 JEEP Liberty

$17,995866-527-5191

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‘11 KIA Soul

$18,9871-866-938-4982

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‘07 HONDA CR-V

$18,9801-866-938-4982

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‘10 MAZDA Mazda6

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‘09 ACURA TSX

$26,9901-866-938-4963

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‘08 FORD Explorer

$22,990866-527-5191

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‘08 HONDA CR-V

$20,770866-527-5191

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‘08 HONDA CR-V

$20,8701-866-938-4982

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‘08 NISSAN Altima

$19,9871-866-938-4982

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$23,900866-527-5191

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‘10 SUBARU Legacy

$23,490866-527-5191

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‘08 LEXUS IS 250

$24,4501-866-938-4982

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‘10 HONDA Element

$20,9871-866-938-4982

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‘10 ACURA MDX

$37,9901-866-938-4963

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‘08 BMW X5

$37,9901-866-938-4963

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‘08 VOLVO XC90

$25,9861-866-938-4963

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‘05 INFINITI FX35

$19,9911-866-938-4963

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$16,9901-866-938-4963

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‘02 TOYOTA Tacoma

$13,9901-866-938-4963

Proctor Acura

OnTheMOve / Tallahassee Democrat Monday, August 1, 2011 / Page 5


TD-0000181836

A/C, Tilt Wheel, PowerMoonroof, CD Player, AM/FM Radio, PW, Cruise.

‘09 VOLKSWAGENEos

$24,9951-888-700-0213

ChampionChevrolet

V6 Cylinder, A/C, 4DRSDN RWD, ABS, TiltWheel, CD Player, AM/FMRadio.

‘08 CADILLAC CTS

$24,9881-888-700-0213

ChampionChevrolet

3.7L I-5 Cylinder, A/C, Tilt,PW, PL, Cruise, Auto.

‘11 GMC Canyon

$24,9881-888-700-0213

ChampionChevrolet

4 Cylinder, A/C, SplitFolding Rear Seat, 4WD4DR Sport *LTD AVAIL*,ABS, Tilt Wheel.

‘10 JEEP Patriot

$22,9951-888-700-0213

ChampionChevrolet

4.0L V6, A/C, Split FoldingRear Seat, RWD 4DRXLT, ABS, Tilt Wheel, CDPlayer.

‘10 FORD Explorer

$22,9881-888-700-0213

ChampionChevrolet

A/C, Tilt Wheel, PwrMoonroof, CD Player, AM/FM Radio, PW, LeatherUpholstery.

‘08 HONDA Accord

$22,9881-888-700-0213

ChampionChevrolet

3.5L V6, A/C, Split FoldingRear Seat, 4DR SDN SXTRWD, ABS, Tilt Wheel,CD Player.

‘10 DODGECharger

$21,9881-888-700-0213

ChampionChevrolet

3.0L I6, A/C, Split FoldingRear Seat, X3 4DR AWD,ABS, Tilt Wheel, PowerMoonroof, CD Player.

‘06 BMW X3

$20,9881-888-700-0213

ChampionChevrolet

3.5L V6, A/C, Split FoldingRear Seat, FWD 4DRSXT, ABS, Tilt Wheel, CDPlayer.

‘10 DODGEJourney

$20,9881-888-700-0213

ChampionChevrolet

Tilt Wheel, CD Player,AM/FM Radio, PS.

‘07 PONTIACSolstice

$19,9881-888-700-0213

ChampionChevrolet

2.5L I-5 Cylinder, ABS,Tilt, PW, PL, Cruise, Auto.

‘10 VOLKSWAGENJetta

$18,9881-888-700-0213

ChampionChevrolet

2.4L I-4 Cylinder, A/C,ABS, Tilt, CD, AM/FMRadio, PW, PL, LeatherSeats, Cruise, PS, Auto.

‘10 DODGEAvenger

$18,9881-888-700-0213

ChampionChevrolet

4 Cylinder, A/C, SplitFolding Rear Seat, ABS,Tilt Wheel, CD Player,AM/FM Radio.

‘09 TOYOTACamry

$17,9881-888-700-0213

ChampionChevrolet

1.8L I4, A/C, Split FoldingRear Seat, ABS, TiltWheel, CD Player, AM/FMRadio, PS.

‘10 TOYOTACorolla

$17,5881-888-700-0213

ChampionChevrolet

4 Cylinder, A/C, SplitFolding Rear Seat, ABS,Tilt Wheel, CD Player,AM/FM Radio, PW.

‘10 PONTIAC G6

$16,9881-888-700-0213

ChampionChevrolet

1.8L I4, A/C, Split FoldingRear Seat, ABS, TiltWheel, CD Player, AM/FMRadio, PW, PL, PS.

‘10 NISSAN Cube

$15,9881-888-700-0213

ChampionChevrolet

A/C, Tilt Wheel, CDPlayer, AM/FM Radio,PW, PS.

‘08 CHRYSLERTown & Country

$13,9881-888-700-0213

ChampionChevrolet

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‘08 HYUNDAIAzera

$12,9881-888-700-0213

ChampionChevrolet

4 Cylinder, A/C, ABS, TiltWheel, AM/FM Radio,Cruise, PS, 2.9L.

‘08 CHEVROLETColorado

$10,9881-888-700-0213

ChampionChevrolet

Straight 6 Cylinder, A/C,Split Folding Rear Seat,ABS, Tilt Wheel, CDPlayer.

‘05 CHEVROLETTrailBlazer

$9,9881-888-700-0213

ChampionChevrolet

Service Special$1500 OFFAny Air Conditioning RepairCoupon not valid with any other offer. Must present coupon attime of purchase. Limit one coupon per person. Coupon does notapply to prior purchases. Other Restrictions my apply. Void whereprohibited.

3.5L V6, A/C, Split FoldingRear Seat, Tilt Wheel,Power Moonroof, CDPlayer, AM/FM Radio.

‘11 HONDA Pilot

$37,5881-888-700-0213

ChampionChevrolet

5.3L V8, A/C, Split FoldingRear Seat.


$27,9951-888-700-0213

ChampionChevrolet

4.6L V-8 Cylinder, A/C,Rear Air Conditioning, Tilt,CD, AM/FM Radio, PW,PL, Leather Seats, Cruise.

‘10 FORD Mustang

$32,9881-888-700-0213

ChampionChevrolet

5.7L V8, A/C, Split FoldingRear Seat, ABS, Rear AirConditioning, Tilt Wheel,CD Player.

‘08 TOYOTASequoia

$33,9881-888-700-0213

ChampionChevrolet

OnTheMOve / Tallahassee Democrat Monday, August 1, 2011 / Page 7

259-7004 (888)

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TD-0000181838

‘08 LINCOLN Mark‘11 FORD Mustang‘08 FORD Explorer‘08 LINCOLN MKX

Trailer Tow Package;Premium 6-CD AudioSystem; 4WD.

‘07 FORD F-150XLT Crew

$23,3881-888-259-7004


Automatic 5-PassengerSedan.

‘11 FORD Fusion

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‘07 FORD Edge

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GT Spoiler, Automatic,Exterior SportAppearance Package.

‘10 FORD Mustang

$21,9951-888-259-7004


Loaded.

‘06 FORD F-150

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Easy To Keep Clean.

‘08 FORD F-150

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5-Passenger SUV WithExcellent Fuel Economy.

‘10 FORD Escape

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Power Windows, CruiseControl.

‘09 TOYOTA RAV4

$20,7881-888-259-7004


Timeless Elegance.


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Diesel.

‘04 FORD SuperDuty F-250

$18,9951-888-259-7004


6-Speed AutomaticTransmission.

‘10 FORD Fusion

$17,9951-888-259-7004


Leather, Automatic.

‘08 MERCURYMilan

$17,9951-888-259-7004


Excellent Ride With ManyExtras!

‘09 FORD Taurus

$17,9881-888-259-7004


Loaded, Navigation, RearView Camera, Heated/Cooled Seats.

‘08 FORDExpedition

$17,7881-888-259-7004


4WD.

‘07 DODGE Dakota

$16,9951-888-259-7004


Luxurious Leather, SpeedControl, Privacy Glass,Power Moon Roof, 6-CDIn-Dash Player, IntegratedSide Step Bars.

‘08 MERCURYMariner

$16,9001-888-259-7004


You Will Enjoy TheFeeling You Get EveryTime You Slip Behind TheWheel.

‘08 JEEP Liberty

$16,4881-888-259-7004


Fun to Drive 6-SpeedManual Transmission.

‘06 JEEP Wrangler

$15,9951-888-259-7004


5-Passenger SUV With ASedan-Like Ride.

‘07 FORD Edge

$14,9951-888-259-7004


V6 Cylinder, A/C, 4DRSDN Limited AWD, ABS.

‘05 FORD FiveHundred

$10,4881-888-259-7004


243 N. MAGNOLIA DR.

Bring in this coupon to receive a → $250 DISCOUNT ←


TD-0000181839

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