Chrysler’s Let’s Refuel America campaign leaped off the newswires and onto the internet in record fashion, but hasn’t translated into a stampede to the dealerships, WHY? A few thoughts and reactions may be the telling tale of a creative marketing campaign gone bust. Not that the concpt of locking in your fuel expenses over the next few years isn’t a novel approach. We have been offered postage stamps that fade an increase and CD rates that promise a given return for so many years, so why not lock-up your gas budget when you buy the car?
One reason the program isn’t taking off is it only lasts 3 years. Autophiles and hybrid pundits are quick to point out the total savings projected by Chrysler with gas at $5.00 a gallon, does not measure up to taking the HIGHER CASH rebates from Chrysler. More dramatic is the overall cost savings of driving a more fuel efficient and enviromentally friendly model. In the venue of better gas mileage Chrysler has the Caliber, and Compass. Today’s consumers look at their car purchase as a 6-7 year investment, so what happens to the fuel economy the second half of the vehicle’s ownership lifespan when poor fuel economy is matched with anticipated “much” higher per gallon costs, weighing in on the wallet of the car’s owner? Hence, a longterm purchase for the average 15k miles per year driver, may not pencil.
Lack of awareness could be another reason for lackluster showroom traffic. The spotty advertising scattered around the television, (a staple in the “HOT NEWS PIPELINE” of a typical Dodge, Chrysler and Jeep owner’s entertainment schedule is failing to get this program going. Dealerships report most clients have minor knowledge, if any, of the program. Chrysler did drop full page ads in key market newspapers as recently as today, but again, is this where their clients are going for their car buying information? Probably not.
Perhaps the most telling example of failure to launch the Chrysler $2.99 a Gallon Pricelock Guarantee is on the sales floor, where the sales staff’s enthusiasm can make or break a great deal. Informed sales people can demystify the savings between taking the full rebate, the bonus cash and PRICELOCK guarantee or the low interest rates and $2.99/gallon PRICELOCK program.
Personally, I think the best way to maximize this program is to take a 36 or 39 month lease, plus the special lease loyalty incentive (if you qualify), plus the bonus REBATE and the PRICELOCK program, and select a DODGE RAM Diesel, or the Jeep Grand Cherokee Diesel or the HEMI trucks and SUV’s like the Chrysler Aspen, Dodge Durango, Jeep Commander, Chrysler 300 and Charger R/T.
Stay tuned for more details as this program ends June 2nd. For the very best deal without the hassle, haggling and car dealer nonsense check out www.mycarlady.com offering our service nationwide!
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