Chrysler Group LLC 'Premiere Event' Debuts Today

AUBURN HILLS, Mich., March 16, 2011 /PRNewswire/ --

• Eight-day, four-brand promotion with test drive gift cards and a chance to win a new 2011 vehicle
• Designed to encourage customers to test drive any of the 16 all-new and significantly-refreshed 2011 models launched last year
• 1,965 participating dealers, representing 86 percent of the Chrysler, Jeep®, Dodge, and Ram Truck dealer body
• Event marries direct mail with e-mail blasts and dealership website banners to drive traffic to dealerships

Select Chrysler, Jeep®, Dodge and Ram Truck owners and dealership customers are eligible to receive a $25 gift card by visiting a local dealership and completing a test drive.

While there, customers with a redemption code can try their luck at a "Spin and Win" promotion for a chance to win a new 2011 vehicle up to a $30,000 MSRP value.

It's all part of Chrysler Group's unique Premiere Event that begins today and continues through March 23, and includes the Chrysler, Jeep, Dodge and Ram Truck brands. The event is designed to encourage customers to visit local dealerships and test drive any of the 16 all-new and significantly-refreshed Chrysler, Jeep, Dodge and Ram Truck models that the company launched in 2010, including 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.

The Premiere Event is publicized by utilizing a unique mixture of traditional direct mail, e-mail blasts, dealership website banners, product videos, and personalized websites to generate customer traffic in the dealerships through a personalized approach.

"This special Premiere Event allows us to showcase our all-new and significantly-refreshed 2011 model year lineup," said Fred Diaz, President and CEO – Ram Truck Brand and Lead Executive for U.S. Sales. "This is a golden opportunity for our customers to experience any model in our new product lineup, earn a $25 gift card doing so, and even have the chance to win a new 2011 Chrysler Group vehicle."

There are 1,965 Chrysler Group dealers participating in the Premiere Event. That's 86 percent of the dealer body, representing 94 percent of the dealer volume.

Chrysler Group announced March incentives on March 1. Incentive enhancements specifically for this event, effective today through March 23, include $500 Bonus Cash on the 2011 Chrysler Town and Country, Dodge Grand Caravan (excluding the Express model) and Jeep Wrangler models. In addition, Chrysler Group financial partners are providing special offers during the event.

So you didn't receive a brochure in the mail or an e-mail invitation? No problem. Just check your dealership's website for a banner ad that allows the general public to register for the test drive and enter the "Spin & Win" game.

SOURCE Chrysler Group LLC

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