In an effort to get more potential customers test driving its vehicles, the Chrysler brand has announced a national campaign that will bring its 2011 models to malls across the country.
Between now and July, consumers at 10 shopping centers will be able to get behind the wheel of the Chrysler 200 sedan and convertible, the 300 sedan and the Town & Country minivan, all of which have been redesigned for the 2011 model year.
Product specialists will be on hand to answer questions, and participants will receive $15 mall gift cards and the chance to appear in a Chrysler commercial.
While local dealers will not be responsible for the test drives, they can bring advertising and information to the sites to distribute.
Malls in California, Texas, Missouri, Massachusetts, Michigan, Colorado, Arizona, Indiana, Florida and Washington, D.C., will be the first to get the program. Chrysler said in a statement that it plans to announce additional cities and dates later.
"We want to ensure that current and potential consumers touch and feel the quality materials used on the interior of the vehicle and experience the performance improvements on the ride and handling," Olivier Francois, CEO of the Chrysler brand, said in the statement. "With today's busy schedules, it is important that the Chrysler brand makes the vehicle decision and research process more convenient and hands-on to consumers."
Chrysler Group also announced today the creation of a credit card program designed to reward brand loyalty.
In May, the automaker will start offering the cards through its dealerships and online in conjunction with First National Bank of Omaha and MasterCard. Customers of the Chrysler, Dodge, Jeep, Ram and Fiat brands earn extra rewards when they purchase or service their vehicles. Cardholders earn three points for every dollar spent at participating dealerships, two points for travel-related purchases and one point for all other purchases, the company said in a statement.
In addition to standard rewards such as gift cards and travel, points can be redeemed when purchasing a vehicle, buying parts or getting service at Chrysler dealerships.