Chrysler Launches New Minivan Satisfaction Program
AUBURN HILLS, Mich. — Chrysler rolled out a new program for customers who trade in a competitive product and purchase a 2010 Chrysler Town & Country or Dodge Grand Caravan. Consumers can drive the vehicle risk-free for 60 days and return it to the brand dealer if they're not satisfied.
The automaker said this program, the "Minivan Pledge," will run through March 31.
"The Dodge Grand Caravan and Chrysler Town & Country have been purchased by more customers than any other minivan, and we want new buyers to see why," explained Fred Diaz, president and chief executive officer of Ram and lead executive for the sales organization of Chrysler.
"Roughly 67 percent of our minivan buyers are previous owners, and the Chrysler Town & Country has won the R.L. Polk Owner Loyalty award in the minivan category nine years in a row," Diaz continued.
"That's a testimonial that is earned by building the best minivan year in and year out," he added.
Chrysler emphasized that it's the manufacturer that introduced the modern minivan back in 1984 and sold more than 12 million of the units since then. The OEM is hoping this latest campaign will reinforce the quality of its minivans, especially for families.
"Chrysler Group is confident we have the best minivans in the marketplace and are promising customers if they don't think their minivan is great, we will take it back," Diaz contended.
"Once a customer buys a Chrysler Town & Country or Dodge Grand Caravan minivan, they love it," he went on to say.
"The ‘Minivan Pledge' gives consumers peace of mind to know they purchased the best minivan for their families," Diaz added.
Chrysler Taps Agency for Social Media
In other company news, Chrysler also announced it has named New Media Strategies as its social media marketing agency of record. The automaker is asking NMS to develop and implement social-media strategies that align with the Chrysler, Dodge, Jeep and Ram Truck brands advertising and marketing programs.
"Social media goes beyond traditional advertising by providing a two-way conversation between the consumer and each of our Chrysler, Dodge, Jeep and Ram Truck brands," noted Olivier Francois, president and chief executive officer of the Chrysler brand and lead executive for marketing.
"Through our social media efforts, each of the Chrysler Group brands are able to build a deeper connection with their customers, listen to what existing and potential customers are saying about the products and respond to the consumer directly," Francois added.