[Image: daniel.gene/Flickr]

Bob Lutz, the outspoken head of marketing for General Motors challenged all comers during a journalist conference call when explaining the company’s new “May the Best Car Win” campaign last month. Lutz redlined the message to literal: he’d personally race a Cadillac CTS-V against any comparable production car.

Jalopnik took the 77 year-old Lutz up on his challenge and put up their test editor Wes Siler in a Jag XFR. GM responded by arranging an event at the Monticello Motor Club in New York on October 29th. Drivers with comparable models can sign up for a chance to race as well at CTSVChallenge.com.

It’s win win, regardless. Lutz has already has a PR strategy in place if he loses: “You’re running into a trap because if you beat me by a second on the lap time, we’ll just advertise the price difference.”

Related: GM’s New Marketing Head: Company Took “Our Eye Off the Ball” for More Than Twenty Years