Harvick, who has not won a Sprint Cup Series points-paying race since the 2007 Daytona 500, pulled ahead of McMurray just before an accident involving Jimmie Johnson, Denny Hamlin and Casey Mears occurred, ending the pre-season, non-points event under caution.
Harvick led only the final lap after falling out of lead draft during the early stages of the race.
McMurray held on for a second-place finish. Tony Stewart, in his debut as driver and co-owner of the No.14 Chevrolet, finished third.
Jeff Gordon and AJ Allmendinger rounded out the top-five. Johnson, the three-time defending series champion, came in 14th.