Satellite Media Tours Deliver the Message
In the automotive industry, just like in any other industry, the need for solid publicity and public awareness is crucial to a company's success. One way that many people lend credence to their word is to have the word delivered by an individual who already has a strong public image and is trusted. Using talent (celebrity, generally) in this way is often used in one of two ways, either in advertisement or in the role of a spokesperson. A spokesperson isn't doing advertisements, in fact, they are most likely to be interacting with the media, giving interviews, and otherwise being "experts" or people of interest on a certain topic. One way this works is through the use of satellite media tours and through radio media tours.
Granting radio and television interviews with various media personalities allows spokespeople to be interviewed in situations that are very clearly not advertisements. The listeners/viewers of those shows listen in, as do fans of the celebrity, and all of them hear the message (in support of your company/industry/product/etc) as a part of the interview. It's just that simple.