Chrysler Offers Mall Test Drives

Just the Facts:

• Chrysler has launched a test-drive campaign that brings the newest Chrysler brand vehicles — sorry, no Dodge Charger or Challenger — to local malls.
• The new 2011 Chrysler 200 sedan and convertible, the Chrysler 300 sedan and the Chrysler Town & Country minivan will be available for test drives.
• Each consumer who participates will receive a $15 mall gift card and a chance to be in a future Chrysler commercial.

AUBURN HILLS, Michigan — Chrysler is following Ford's lead in introducing its vehicles to customers outside the showroom, with a test-drive campaign that transports its latest and greatest to local shopping malls, allowing consumers to test-drive new Chrysler-brand products.

Chrysler's new program takes a different approach than Ford's long-proven "Swap Your Ride" marketing campaign, which introduced a new series of ads Tuesday. The ads chronicle the experiences of consumers who swapped their competitive-make vehicles to test-drive a Ford.

At Chrysler, consumers will be able to drive the new 2011 Chrysler 200 sedan and convertible, the Chrysler 300 sedan and the Chrysler Town & Country minivan. Product specialists will be nearby to answer questions on the products without any sales pressure.

"With today's busy schedules, it is important that the Chrysler brand makes the vehicle decision and research process more convenient and hands-on to consumers," said Olivier Francois, President and CEO, Chrysler Brand, Chrysler Group LLC, in a statement.

Consumers who complete a Chrysler drive will receive a $15 shopping mall gift card and may end up in a future Chrysler commercial, a hallmark of Ford's "Swap Your Ride" campaign.

Ford has already proven the effectiveness of test drives since debuting the "Swap Your Ride" campaign in 2007. Last year's campaign is a finalist in the Best Sales Event Campaign category for the 2010 Nielsen Automotive Advertising Effectiveness Awards, to be given out at the 2011 New York Auto Show on April 20. According to Global Nielsen Automotive statistics, the ads are 48 percent more memorable than ads for average sales events.

Ford also announced Tuesday new multicultural ads including Spanish-language television spots and through commercials designed to connect with African Americans. The Hispanic ads feature Cristian de la Fuente, a popular Chilean-born international actor, model and author. Ford's 2010 Spanish version of Swap Your Ride featuring de la Fuente broke through at high rates to the Hispanic television viewer and is a finalist in the Spanish TV Advertiser of the Year category for the 2011 Nielsen Automotive Television Advertising Effectiveness Awards.

The spokesman for the African American ads is Boris Kodjoe, an Austrian-born actor and former fashion model perhaps best known for his role as Damon Carter on the Showtime television drama Soul Food.

"We've found that challenging people's perceptions head-on is the best way to change their minds about Ford," said Matt VanDyke, Ford's director of U.S. Marketing Communications, in a statement. "We're tapping real people, allowing them to experience our vehicles for themselves and then capturing their enthusiasm for the products. We're telling the Ford story through the eyes of the people who matter most — real consumers."

The Chrysler test drives initially will hit malls in Colorado, California, Michigan, Arizona, Texas, Florida, Missouri, Indiana and Massachusetts.

Inside Line says: Trying before buying has never been easier — or more lucrative. — Rene Wisely, Correspondent