Chrysler Group: Selling Cars in an Era of Trucks

* Suburban Dodge of Berwyn increases sales of Neon by 185 percent over 2002 * Dealership uses innovative strategies to attract customers

AUBURN HILLS, Mich., Oct. 28 -- In an age of big SUVs and monster trucks, sometimes cars get overlooked. Not at Suburban Dodge of Berwyn in Berwyn, Ill. By focusing on the basics -- good customer service, advertising, and offering a good product for a fair price -- Suburban Dodge of Berwyn is able to improve 2003 sales of the Dodge Neon 185 percent over 2002.

The dealership

Suburban Dodge was a dealership that had been struggling and losing money, despite the overall increase in consumer vehicle purchases nationwide since 2001.

"We needed to increase our exposure to potential customers," said J. C. Prats, General Manager of Suburban Dodge. "We increased our advertising, focused on customer service and emphasized the good value that Neon delivers."

The Neons sold at Suburban Dodge are not only entry-level models, such as the SE. Sales also include sportier models like the ES, and the hot new top- of-the-line SRT-4. While the SRT-4 turns the most heads, it's the value of the SXT model that makes it the best seller for Suburban Dodge.

The Neon customers that are coming into Suburban Dodge cover all demographic categories from first-time car buyers to adults who are seeking reliable transportation to get around town, to people like Semad Tafic, 22, who was drawn to the SRT-4 because of its sleek, sporty looks, and superior performance.

"I really like it," said Semad. "My father bought a red SRT-4 for me after I told him about it. He was impressed with the way it looked. He remembered how the original Neon looked when it came out, so he was a little surprised at the appearance of the Dodge SRT-4," Semad said.

Semad heard about the SRT-4 from friends and on the Internet through a gaming site he visits.

"I thought it looked cool, so I told my dad about it," he said.

The many upgrades available from Mopar Performance make it easy and convenient to customize the Dodge Neon and SRT-4 and enhance their performance to match the owner's personality and preferences.

Doing Even Better

Suburban Dodge's Prats is excited about the success he has experienced, and has plans to capitalize on it.

"We intend to improve our Neon sales next year by selling even more each month," Prats said.

One way that Suburban Dodge is reaching those goals is through the recent opening of a retail storefront in a local shopping mall.

"We found some space in the mall, put a couple of vehicles on display, and now we're selling 30-40 units per month that way," said Prats. "We sit with the customers when they come in, pre-qualify them, and when they decide on what car they want, we have a shuttle carry them directly to the dealership."

By developing innovative strategies to communicate and sell to customers, Berwyn has achieved a stunning turnaround of a dealership that previously was struggling and losing money.

"I have only been with the dealership since February," said Prats. "Look at what we have already done. We're going to do even better next year."

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