The sibling rivalry within the GM family is heating up. Unable to top the celebrity of prettier sister Buick’s spokesperson Tiger Woods, Chevrolet has settled for second best and signed God to an infinite branding contract:

U.S.-based carmaker Chevrolet is linking up with an evangelical concert tour for a marketing campaign, a move criticized as crossing the line between religion and the boardroom. The Chevrolet Presents: Come Together and Worship shows begin Nov. 1 in Atlanta and ends Nov. 23 in Auburn Hills, Mich. The tour includes a multimedia worship service with preaching by the Rev. Max Lucado, a Texas pastor and author, and a distribution of free evangelical literature. Michael W. Smith and rock act Third Day will headline.

The shows are booked into venues averaging 14,000 seats, such as the American Airlines Center in Dallas and Atlanta’s Philips Arena. “This is surprising — a real blurring of the lines between the commercial and the sacred,” Phyllis Tickle, an expert on religious marketing for Publishers Weekly magazine, told the Detroit Free Press. “We know that church and state are never supposed to meet, and I think it’s also a bad idea for church and Wall Street to be meeting like this.”

Steve Betz, the General Motors Corp. division’s marketing manager for the southeastern U.S., said he was confident the tour will send a positive message and give dealers a boost. “It’s important that we get the message out there with regards to Chevrolet and how we’re so family oriented and have great values,” he said.

Part of the genius here is that God will shill a product for a lot less money than Tiger, saving Chevrolet millions. However, a quick survey at Chevy’s “Jesus Saves Sales Event” (Bad credit? No Credit? We Forgive You!)* revealed that folks were less likely to spend money on extras like airbags as long as God was their co-pilot. When asked if this move was likely to alienate Jews, a salesperson replied, “Nah, those people won’t drive nothin’ but Cadillacs, and besides, they’re all going to Hell anyhow.”

O Lord, won’t you buy me, an SUVeeee: Ye of little (or other) faith need not despair: during the Glorious Event™, a conversion to Christianity can be redeemed for 6.66% off the MSRP of a new Suburban.

* Little Red Corvettes not included.