The Chrysler brand is reaching out to buyers interested in golf, spas and fine dining.
In an 11-city national driving tour of the 2004 Chrysler Pacifica and Crossfire, participants can analyze their golf swings, roll cigars, get a massage and taste wine and food.
And they can drive the new Chrysler models and competitors' vehicles on two specially designed tracks.
"We are trying to move the Chrysler brand to a premium level and talk to a different audience," says Lou Bitonti, senior manager of global brand events for the Chrysler group.
"We are saying, 'Here is your lifestyle. We recognize it. And please consider our brand because our brand lives in this world,' " Bitonti says.
The Art of Driving Tour will be staged on weekends through the end of July.
The introduction of the Pacifica and the Crossfire is part of the Chrysler brand's strategy to sell nearly 700,000 vehicles annually within three years.
Last year, the brand sold 480,263 units.