DECATUR, Texas — Chevrolet celebrated Leap Day's extra 24 hours by asking others, including its dealer network, to perform acts of unanticipated kindness in what it called #DayItForward, a tribute to the Kevin Spacey movie Pay It Forward.
James Wood Motors was one of the first to participate, said Carey Williams, executive manager, after seeing a news report about nearby Ponder High School.
A parent mismanaged $20,000 from the band boosters' account, gathered through multiple fundraisers. The money was to pay for the band's first performance trip in three years to San Antonio, Texas, and to next year's Peach Bowl in Atlanta.
Williams reached out to sister dealership James Wood Motors in Denton, Texas. They came up with a plan.
"We surprised them in a school-wide assembly," some of which was captured in a YouTube video, Williams told Edmunds.
Each dealership gave $10,000 separately, making up the deficit.
"We got a standing ovation twice," Williams said.
Dan Cummins Chevrolet Buick in Paris, Kentucky, chose to reward a 30-year employee who was down on his luck with its #DayItForward good deed.
Detailer James "Beaver" Gray has had a series of personal challenges, including a car accident that paralyzed his wife, yet has remained positive with every curve ball thrown at him, notes Co-Owner Dusty Cummins, in a video of their gift, a new 2016 Trax.
"There's an undercurrent of optimism ingrained within Chevrolet, and with #DayItForward we're creating a wave of kindness that is an extension of the brand itself," said Paul Edwards, U.S. vice president, Chevrolet marketing, in a statement.
Edmunds says: Chevy dealers use their "extra day" to perform a number of good deeds.