Is This Hell? Yes, but It’s Heaven for Test-Driving Cars

Marketers depend on Hell, Mich., to help auto reviews come to life
Photograph by Jim West/Alamy

No, it’s not really paved with good intentions. But the road to Hell is a great place to test-drive cars. That’s why automakers increasingly are squiring journalists to Hell, Mich., an unincorporated community about 60 miles west of Detroit with a population of 72, to show off their latest vehicles. While the tiny burg pales next to test-drive favorites such as Northern California’s wine country, Hell has three things in its favor: winding roads that can showcase a car’s handling, way lower travel costs, and a quirky name tailor-made for the purple prose often used in car reviews.

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