Mailers Start Chrysler's Biggest Vehicle Launch

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Chrysler Group, Auburn Hills, MI, used direct mail to invite millions of consumers to dealerships nationwide to view nine vehicles being launched this year.


They are invited to attend brand-specific national Premiere Night/Days events that will give a sneak preview of the new Chrysler, Jeep and Dodge products before they become widely available. Chrysler Group said it is the biggest vehicle launch in company history.


To promote the first "Premiere Night" on April 22, which is occurring at more than 2,100 participating Chrysler brand dealerships representing 90 percent of Chrysler brand sales volume, invitations were sent to more than 4 million current and prospective owners and consumers this month.


"'Premiere Night/Days' events are designed to look and feel like a Hollywood premiere with the vehicles serving as the stars," said Gary Dilts, senior vice president, sales, Chrysler Group.


Participating dealerships will be decorated to create excitement and to spotlight new products as well as the latest in vehicle technology and quality.


The April 22 event will be followed by two Premiere Days when consumers are invited to visit their local participating Chrysler dealer.


In addition to direct mail invitations, consumers can learn more about Chrysler "Premiere Days" through owner publications, the brand Web site, www.Chrysler.com/premieredays, and online advertising.


The Dodge "Premiere Night" is June 17, and the Jeep "Premiere Night" will take place in the fall.


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