Carmakers and dealers unleashed a bevy of marketing campaigns last week to leverage the government's cash-for-clunkers incentive.
Ford Motor Co., Chrysler Group and American Honda Motor Co. began national and local spots making reference to the program — known officially as the Car Allowance Rebate System and more commonly as cash for clunkers or cash for guzzlers.
The program offers $3,500 or $4,500 to a consumer who trades in a car or truck for a more fuel-efficient model. Marketers see an opportunity to lure the public back into the showroom.
"The real bang you get out of this program has nothing to do with the clunkers themselves," said Jeremy Anwyl, CEO of Edmunds.com. "It's more about who's offering the deals right now."
Chrysler replaced national advertising with a campaign called "Double CA$H for Your Old Car," which began Thursday, July 23, and runs through August. The campaign includes national and dealer spots promoting dealer cash up to $4,500 on certain 2009 Chrysler, Jeep or Dodge vehicles. That incentive is in addition to the government program.