Chevrolet announced that it is expanding its country music ties by teaming up with award winning, country music superstar Luke Bryan.

Chevrolet unveiled its new brand spokesperson, country singing star, Luke Bryan, marking the end of its relationship Detroit-area country rocker Kid Rock – a move seen by some as giving into political correctness.

Rock’s deal with Chevy expired at the end of 2015 and the company elected not to renew it. Rock, whose real name is Robert Ritchie, and Chevy were thrust in the middle of a controversy last year involving the Confederate battle flag.

The flag – a controversial symbol linked to racism and slavery – was used by the singer in some of his on stage-appearances, though he had not done so for several years. Fans also often wave confederate flags at his concerts, which drew criticism during last summer’s debate over the symbolism of the flag.

The flag was removed from public places across the South after a mass shooting in Charleston, South Carolina. Through its association with him, GM was dragged into the discussion; however, the automaker held firm.

“We had no reason to back away from our relationship with Kid Rock as he has clearly stated that the Confederate flag has not been used during a performance in more than five years and all of our collaborations with him – including the Silverado 3500HD – have featured the American Flag,” said GM spokesman Randy Fox at the time.

However, the move to Bryan has been seen by some in social media as a response – however belated – to last summer’s dust up. Posters took to Facebook forums to express their feelings.

Chevrolet and Kid Rock teamed up to design a customized 2016 Silverado 3500HD for the SEMA show in Las Vegas.

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“GM caves to be political correct!!!! Never buying another GM vehicle!!!!” noted one poster.

While many saw the move as GM kowtowing to political correctness, others were critical of the choice to replace Kid Rock.

“Nothing like having a skinny jean wearing country singer who wears shirts that are two sizes too small. I am sure truck guys can relate to him… NOT,” wrote another poster.

Not every post was negative with many pointing out that Bryan has higher record sales. Chevy officials were matter-of-fact about the change.

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“Chevrolet has enjoyed its relationship with Kid Rock, both sponsoring his 2015 summer concert tour as well as collaborating with him on the creation of his customized 2016 Silverado 3500HD that we displayed at the SEMA show in Las Vegas,” Chevrolet said in a statement. “While our business arrangement concluded at the end of 2015, our relationship remains very positive.”

Bryan will be Chevy’s brand ambassador, working on a variety of projects, for the next three years, including his participation during this year’s CMA Music Festival.

“Chevy has been a part of our family and a part of our work life on the farm for as long as I can remember,” said Bryan in a statement. “If you were a Bryan, you drove a Chevy. I am so excited about this partnership and I’m honored to be representing such a wonderful brand.”

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As part of the new deal, Chevrolet will be a sponsor of Bryan’s Farm Tour. The 8^th Annual Farm Tour is a multi-city tour in which Bryan stops in rural areas of the U.S., sets up stages on farmland and performs for thousands of fans. A portion of ticket proceeds are granted for local college scholarships (the Luke Bryan Farm Tour Scholarship) awarded to students from farming families within the communities the tour plays.