LORDSTOWN - The star of "Home Improvement" and the "Toy Story" movies is becoming a pitchman for Chevrolet's long-awaited Cruze premium small car, which is scheduled to be launched Wednesday.
General Motors Co. said Tim Allen will be a spokesman for the brand and will star in a series of TV ads for the 2011 Cruze that begin airing Tuesday.
Allen, 57, is best known for playing a tool buff in the TV series "Home Improvement." He was also the voice of Buzz Lightyear in the "Toy Story" movie trilogy.
The Cruze ads will feature voiceover from Allen and will offer comparisons of the Cruze with competitor models. The Cruze, a compact sedan, is a key vehicle for GM as it aims to compete in the small-car segment. That segment is dominated by competitors like the Honda Civic and the Toyota Corolla.
GM's North America president, Mark Reuss, and Ohio Gov. Ted Strickland are scheduled to help unveil the Cruze at the GM Lordstown Complex, which employs more than 4,500.
The car will go on sale this month in U.S. showrooms.