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Chrysler dealers receive all new Internet approach

Wednesday, September 17, 2008 - 00:00
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Chrysler LLC will provide its dealers with an all-new set of industry-leading Internet marketing tools. The new direction was developed as a joint effort with Chrysler LLC and the Chrysler Dealer Internet Advisory Committee to help dealers who want to excel as interactive dealers. The first phase of this new approach includes both dealer Web sites and an Internet lead service.

The all-new dealer Web sites are designed to drive more Internet leads, provide dealers with unparalleled customization options and achieve greater optimization on search engines. Chrysler, Dodge and Jeep(R) Web site visitors will be able to easily access dealer content, including inventory, local messages, dealer special offers and related information. The sites will be rolled-out to dealers across the county in a phased approach between October 1 and the end of the year, according to the carmaker.

"The way people shop has changed dramatically in recent years. Chrysler understands today's consumers well. These new tools represent a fundamental shift in the way we go to market," says Deborah Meyer, vice president and chief marketing officer, Chrysler LLC. "Because our brand and dealer Web sites will be fully integrated, consumers will now be able to move more easily through the shopping experience and our Dealers will be able to respond faster to them."

The all-new Chrysler Internet lead service will offer dealers Internet leads generated by independent automotive Web sites at a price that is 30 to 40 percent below retail lead costs. Benefits to dealers include high-quality leads that have been filtered and de-duplicated, which will be sent directly to dealers' lead management tool of choice. To ensure dealer satisfaction, all dealers will receive a free 30-day trial of both programs. There is no long-term commitment required for participation. Once dealers have enrolled, they may opt-out of the service at any time with only 30 days notice.

The new Internet program will provide Chrysler LLC and its dealers with greater integration of marketing campaigns, allowing information to be easily and quickly transmitted to consumers. Dealers will be provided with a proven framework that can be used to create individual online dealer branding.

"We were allowed to start with a clean sheet of paper to develop this fresh and new approach," says Chuck Sullivan, director - interactive, Chrysler LLC. "We carefully studied digital best practices across many industries to design an industry-leading program."

To develop and deploy the new Interactive approach, Chrysler's digital team tapped newly formed agency SHIFT Digital of Troy, Mich., which is led by industry expert Steve St Andre. For the new dealer sites, Chrysler worked with closely with Dealer.com, based in Burlington, Vt., to customize their platform to Chrysler requirements.

For more information, visit www.chrysler.com.

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