XM and Source Interlink Media Launch Editors’ Coolest Car Challenge

- Winner will receive $10,000 cash prize for matching editor picks -

NEW YORK--(BUSINESS WIRE)--Source Interlink Media, a leading publisher of enthusiast media, and XM today announced The Editors’ Coolest Car Challenge: from Sixty-Four cars to One. This year marks the second year of this sweepstakes that invites readers of leading automotive titles MOTOR TREND and AUTOMOBILE MAGAZINE to test their automotive acumen by choosing the coolest XM-equipped new car against picks made by the editors.

The challenge (XMCoolestCar.com) features 64 XM Radio-equipped vehicles, some also equipped with the real-time XM NavTraffic information service, pitted against one another in a basketball tournament-style bracket. The editorial team at MOTOR TREND and AUTOMOBILE MAGAZINE will select the winner of each head-to-head matchup, round by round, to determine the XM Coolest Car for 2009. The participants who match the editors pick for pick will be entered into a drawing and a chance to win $10,000.

Source Interlink Media and XM are promoting the challenge via an integrated online and print campaign in MOTOR TREND and AUTOMOBILE MAGAZINE.

“This sweepstakes is the perfect example of how our brands connect with a loyal and passionate readership, in a fun and meaningful way,” said Brad Gerber, senior vice president of integrated marketing at Source Interlink Media. “Last year’s contest was hugely successful with thousands of participants and we look forward to an even larger group this year.”

The field of 64 XM-equipped vehicles features a wide range of styles and makes, from the performance-first Nissan GTR to the desirable and eco-conscious Toyota Prius. In many matchups, readers must make the difficult choice between different kinds of cool, like the luxurious strength of the Lexus LS or the nimble speed of the Honda S2000.

“Everyone has an opinion about the added features that make a car stand out among the rest,” said Jeff Curry, vice president, automotive marketing for SIRIUS XM Radio. “What the vehicles in the ‘Coolest Car Challenge’ have in common is that they are all equipped with XM, an entertainment feature that makes every driving experience truly ‘cool.’”

To participate in the XM Coolest Car Challenge, entrants must visit XMCoolestCar.com to register and make their picks. The site also features brief overviews on each competitor, allowing participants to research the vehicles and reach their own conclusions. After they complete and submit their bracket, readers can check the site on or about November 18 to view the final four vehicles. The XM Coolest Car will be announced at the Los Angeles Auto Show on November 19.

After November 24, readers can view the site again to view the vehicle selected as the XM Coolest Car for 2009, see how their picks fared against the editors and find out who is the Grand Prize winner of XM Coolest Car Challenge.