Chrysler launches ‘Premiere Event’ to promote 2011 model year lineup

Article by Christian Andrei, on March 17, 2011

As part of Chrysler Group’s special Premiere Event, select Chrysler, Jeep, Dodge and Ram Truck owners and dealership customers can get a chance to get a $25 gift card by visiting a local dealership and completing a test drive.

Customers that have a redemption code can try their luck at a “Spin and Win” promotion for the opportunity to win a new 2011 vehicle up to a $30,000 MSRP value.

Chrysler’s Premiere event, which includes the Chrysler, Jeep, Dodge and Ram Truck brands, starts from March 16 and runs through March 23.

This event is meant to convince customers to pay a visit to their local dealerships and test drive any of the 16 all-new and significantly-refreshed Chrysler, Jeep, Dodge and Ram Truck models that were launched in 2010.

This list includes the all-new 2011 Jeep Grand Cherokee, the all-new 2011 Dodge Durango three-row utility vehicle, and the new 2011 Chrysler 200 mid-size sedan. To promote the Premiere Event, Chrysler is making use of traditional direct mail, e-mail blasts, dealership website banners, product videos, and personalized websites.

Fred Diaz, President and CEO – Ram Truck Brand and Lead Executive for U.S. Sales, said that this event enables them to show off their all-new and significantly-refreshed 2011 model year lineup.

He said that customers can get to test any of its new products, get a $25 gift card, and may even win a new 2011 Chrysler Group vehicle. A total of 1,965 Chrysler Group dealers are participating in the Premiere Event, representing about 86% of the dealer body and 94% of the dealer volume.

Topics: chrysler

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