Each Chrysler brand has an effort aimed at getting consumers to test drive its products.
Chrysler: Drive for the Kids, which began in 1993, brings vehicles to about 300 elementary schools per year and donates $10 to the schools for each test drive.
Dodge: The Dodge Booster Club, operating since 2004, visits about 240 high schools per year and donates $20 to booster organizations for each test drive, up to $5,000 per event.
Fiat: Shortly after launching the Fiat 500 in the United States in 2011, Fiat started sending small teams of specialists to park the minicar in conspicuous spots with lots of pedestrians. Now the brand is taking its Fiat 500e electric to 30 corporate campuses in California, offering lunch and test drives to employees.
Jeep: Jeep's Camp Jeep program had its 1 millionth test drive last month at the Miami auto show. The traveling 22,000-square-foot off-road track travels to auto shows around North America each year to let consumers ride Jeeps over simulated obstacles.
Ram: Following the success of Camp Jeep, Ram last year launched drive events at country music concerts and rodeos that it sponsored. Brand marketing chief Bob Hegbloom plans more events to raise consideration in the pickup segment. Ram recently began holding fundraising ride-and-drive events at high school football games.
SRT: The fledgling Street and Racing Technology brand launched a test drive program in November in the southeastern United States, bringing Vipers to dealers for consumer test drives. Brand head Ralph Gilles said many dealers had kept the 640-hp sports coupes locked in their showrooms, which had limited consumer exposure to the re-engineered Viper.