Auto Tune

Ford is bringing back the Thunderbird roadster; Chrysler is knocking car shoppers’ socks off with retro-styled vehicles such as the Prowler mass-production hot rod. So how’s GM jumping into the nostalgia craze? By bringing back a 30-year-old theme song for its once-proud Chevrolet division.

Yes, it is once again time to “See the U.S.A. in your Chevrolet.” The theme--to be relaunched during tonight’s Grammy Awards telecast, still scores well with the millions of potential car buyers who weren’t even born when Dinah Shore last sang it in 1963. Back then, Chevrolet had a staggering 33% of the U.S. market. Last year, Chevy cars and trucks had just a 15.5% share.