Chrysler Group’s three brands seeking different identities

Article by Christian Andrei, on August 29, 2010

In line with Chrysler Group's aim to seek different identities for its three brands, it has charted separate incentive strategies. Fiat SpA took over Chrysler on June 10.

It's actually the first time that the brand incentives were listed separately on Chrysler's monthly sales report. With the brands given more autonomy, that means that the directors now have profit and loss responsibility.

The directors are required to each have their own control strategies on factors such as sales incentives and marketing plans. For the 2010 models, here is an outline of how the incentive strategies are laid out.

First of all, the Chrysler brand is offering 0 percent financing for up to 36 months and consumer cash of up to $1,000, or $2,000 in consumer cash in lieu of the 0 percent rate.

Meanwhile, Jeep is offering up to $3,000 in consumer cash and $1,000 in owner loyalty bonus cash. Jeep is also offering customers 0 percent financing for 36 months.

Lastly, Dodge is offering up to $2,000 but not 0 percent on 2010 models, unlike the two other brands. Dodge also is not offering a combination of consumer cash and cut-rate financing on 2010 models because it cut its 2010 model prices more than the two other brands.

Chrysler spokeswoman, Kathy Graham, said that the incentives are valid through November 2. For the 2009 models, all three brands will offer the same incentives on 2009 models: 0 percent financing for 72 months through GMAC Financial Services or $4,500 in consumer cash on select vehicles.

Topics: chrysler, fiat, lancia

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