Lots of dealers have given away cars to boost their business and help local charities. But a Chrysler Group dealership's annual $75,000 car raffle has pumped more than $1 million into struggling local schools and earned the dealership dozens of extra sales.
Last year, Victorville Motors, a family-owned Chrysler-Jeep-Dodge-Ram dealership about 90 miles northeast of Los Angeles, developed "It's a Gas to go to Class."
Eligible for the raffle are high school students with perfect attendance. The campaign culminates in a daylong festival in the spring where valuable prizes -- including two new Dodge Darts this year -- are raffled off.
Even though the contest is only in its second year, the impact on the local school districts is impressive because school funding in California is based partially on attendance.
Participating schools have enjoyed a fourfold increase in perfect attendance, significantly higher state revenue and better academic performance by students.
And the dealership says it has sold more than five dozen vehicles over 18 months as a direct result of the contest.
"I had no idea how successful it would be," dealer principal Tim Watts said.
Victorville Motors had long been involved in its community, raising funds and sponsoring events for local groups, Watts says.
But when one of the parents of a local Future Farmers of America chapter asked whether the dealership had ever considered giving away a car, the question planted a seed in Watts' mind.
"It wasn't just about us. We wanted to do it as a multilayered approach and an outreach that includes other local businesses," said Watts, 47, who runs the dealership with his brother Chet, 65. Last year the dealership sold 850 new and 756 used vehicles.
Two dealership employees, Kevin Smilen and Billy Mack, developed the idea for the annual perfect attendance contest. The first thing they did was reach out to local district superintendents to weigh interest.
"Every one of the superintendents was over the moon about it," Watts recalls.
Elvin Momon, superintendent of Victor Valley Union High School District, said that before the contest started, there were "maybe 15 or 20 kids" within his district's three high schools that finished the year with perfect attendance.
"But with the chance to win a car on the line? We had several hundred kids that came to school every single day," he said.