Chrysler Group’s three brands, seeking different identities, are beginning to chart separate incentive strategies.
For the first time since Chrysler came under Fiat S.p.A. management June 10, Chrysler, Dodge and Jeep brand incentives were listed separately on the company’s monthly sales report.
With more autonomy, the directors of the three brands have profit and loss responsibility. That means the brands now control individual strategies on such things as sales incentives and marketing plans.
Starting today, here’s how the incentive strategies differ on 2010 models:
The Chrysler brand is offering 0 percent financing for up to 36 months and consumer cash of up to $1,000, or $2,000 in consumer cash in lieu of the 0 percent rate.
Jeep is offering up to $3,000 in consumer cash and $1,000 in owner loyalty bonus cash. The brand is also offering customers 0 percent financing for 36 months.
Dodge is offering up to $2,000 but not 0 percent on 2010 models, unlike the two other brands. Dodge also is not offering a combination of consumer cash and cut-rate financing on 2010 models because it cut its 2010 model prices more than the two other brands, said Kathy Graham, a Chrysler spokeswoman.
All incentives are valid through Nov. 2. All three brands will offer the same incentives on 2009 models: 0 percent financing for 72 months through GMAC Financial Services or $4,500 in consumer cash on select vehicles.
Chrysler Group sales plunged 42 percent in September compared with the same month last year and are down 40 percent for the year to date, the company reported today. Sales were bad in September 2008 -- the first full month after Chrysler Financial halted leasing.
With GMAC now providing financing, Chrysler renewed some leasing in September.
Many Chrysler dealers are still short of new inventory, but the situation is improving. Chrysler’s days’ supply rose from 28 days at the end of August to 58 days at the end of September.
Said spokeswoman Graham: “We made more than we sold, which was our plan this month and next month.”