This will not work. And its a shame because it will gut and ruin an American Icon. Much like Daimler trying to take on Chrysler... it just didn't work. Different cultures, ethics; everything will clash.
Even Disney nearly lost out on Euro Disney just because they were inept to recognizing what thier cultures were in France (not serving wine in the Magic Kingdom comes to mind).
A decade later and they finally started to realize all the mistakes they were making. Do that with beer and Nascar fans and they will move on to another brand in a heartbeat.