Cannot deny that image and brand awareness are what company want to set them strong. It is one important step for brand to develop and has relationship with their target.
This free copy is sponsored by Chevrolet, the brand of car. The main idea of this free magazine is lifestyle and leisure around the car. From this presentation Chevrolet will get closer to audience, more friendly and updated, still look cool and manly.
Actually, the task for them is hired a publishing company with providing some resource about car to them. I said this because this publishing had their own free copy called EDT = eat drink travel, that means the publisher already had resource, content, and specialise on more than half of this magazine.
Just some small money from your (company) pocket could create such an image to affect your brand. Have a second to think about it!