Chrysler Group Announces Summer Sales Drive

-- Incremental Marketing Spending for the Program is $100 Million -- The Core Message is Chrysler Group's 'Best Values in America' -- New Campaign Aimed at Increasing Showroom Traffic

AUBURN HILLS, Mich., June 2 -- Consumers who want more proof that Chrysler, Dodge and Jeep(R) dealers have the Best Values in America will get it starting today, as the Chrysler Group launches its single largest national sales program ever, the Summer Sales Drive.

The three-month Summer Sales Drive takes effect June 2 and runs through September 2. It is an integrated marketing and promotion campaign consisting of more than two dozen new 30-second television ads, new radio spots, a new national print campaign, Web activation and promotions, all designed to put Chrysler Group vehicles top-of-mind among consumers. Incremental spending for the campaign is approximately $100 million.

While the campaign is branded ("Chrysler Summer Sales Drive," "Dodge Summer Sales Drive," and "Jeep Summer Sales Drive), the common theme is that Chrysler Group vehicles offer buyers great products, great protection and great value.

"Over the next three months, we're pulling out all the stops to break through the advertising clutter and gain a bigger share of voice in the marketplace," said George E. Murphy, Chrysler Group Senior Vice President - Global Brand Marketing. "The Best Values in America proposition has been our core marketing message this year. That doesn't change. What's new is that we're turning up the volume and increasing the frequency of that message with the Summer Sales Drive."

"Our products are second to none," said Gary Dilts, Chrysler Group Senior Vice President - Sales. "Our incentives are very competitive and will keep pace with our competitors. Our 7/70 powertrain warranty is rock-solid proof of our vehicle quality. With the Summer Sales Drive call to action, we're letting customers know loud and clear that Chrysler, Dodge and Jeep dealerships are the only places to get the Best Values in America."

"The overriding goal of the Summer Sales Drive is to increase consumer traffic at Chrysler Group dealerships," said Dilts.

Since the showroom floor is where consumers will find the Best Values in America, the new print and broadcast ads created by BBDO Detroit for the Summer Sales Drive will depict dealership environments.

"The showroom floor is where we prove we have the Best Values in America, so the TV, radio and print ads will recreate the environment of Chrysler, Dodge and Jeep dealerships," said Murphy.

With few exceptions, competitive incentives on Chrysler Group cars, trucks and minivans remain in place: 0 percent APR financing for 60 months on most vehicles, or cash allowances of up to $4,500 on select Chrysler Group vehicles.

Two Chrysler Group ad campaigns not related to the Summer Sales Drive will continue as previously scheduled. They are:

-- The Celine Dion TV spots for the Chrysler brand that are currently running, and

-- A new spring and summer TV and print campaign to support the launch of a limited edition 2003 Jeep Wrangler Rubicon Tomb Raider model. A customized version of the vehicle is driven in the upcoming film, "Lara Croft Tomb Raider: The Cradle of Life."