Chrysler Group Highlights Fuel Economy in New Dealer Advertising Campaign

AUBURN HILLS, Mich., May 3, 2007 -- Just in time for the summer travel season, Chrysler Group is launching a new dealer advertising campaign highlighting the fuel efficiency of its new cars and small SUVs.

Called "Maximize Your Miles," the ads from the Chrysler, Jeep(R) and Dodge brands feature vehicles that achieve around 30 mpg, including the Chrysler Sebring, PT Cruiser and 300; Jeep Compass and Patriot; and Dodge Charger, Caliber and Avenger. The Jeep spot was available on May 1 for dealers to air. The Dodge and Chrysler versions will start running on May 7 and May 8, respectively.

"We created this campaign because consumers were looking for more information about our fuel economy ratings," said George Murphy, Senior Vice President - Global Marketing. "As people spend more time traveling in theirs cars during the summer, it made perfect sense to remind them that with Chrysler, Jeep and Dodge products, you don't need to sacrifice design, style or features to get a good fuel economy."

In addition to the television spots, Chrysler Group's fuel economy message will be supported by print and radio advertising, as well as point of purchase and targeted direct mail pieces.

The Spots

The Chrysler brand ad, called "Import," opens with a voiceover that says, "Chrysler proves you don't need an import to get great mileage." The spot then cuts to beautiful, romantic footage of the Chrysler Sebring, PT Cruiser and 300, with supers highlighting the fuel economy rating for each vehicle. The voiceover returns with, "Fuel efficiency never looked so good."

In the Jeep brand spot called "Self Serve," a group of friends are on a road-trip in a Compass and Patriot. After several hours of driving, they stop at a gas station and one of the drivers heads inside to the "squishee" machine. His friends take a few minutes to stretch and play around as they wait. After what seems like a very long time, we see that the driver has filled a 5-gallon gas can from the "squishee" machine. As the vehicles drive off, the voiceover says, "With gas mileage this good, they'll change the way you think about filling up."

"Drive Responsibly," the Dodge brand spot, opens on what appears to be alcohol sloshing into a glass. But as the camera pulls back, a gas pump is revealed and the liquid is gasoline, not alcohol. The voiceover says, "It's highly refined. It's imported by the barrel. It's something you shouldn't guzzle while driving. Now Dodge goes the distance with our most fuel-efficient line-up ever." Footage of the Dodge Charger, Caliber and Avenger is interspersed with images of the features available on these cars, including the Boston Acoustics Sound System, ChillZone(TM) beverage cooler and the MyGIG(TM) Infotainment System.

The Jeep brand spot can be viewed at http://cgmedia.daimlerchrysler.com/. The Dodge ad will be available for viewing on May 4 and the Chrysler version will be posted on May 7.

Get the Most Out of Every Tank

While Chrysler Group is continuing to work to improve the fuel economy of its vehicles through technologies such as Multi-displacement System, more efficient engines and diesel technology, there are additional measures customers can take to enhance their fuel economy.

  -- Modifying Driving Habits
      -- Slow down - every 5 mph over 65 mph can decrease fuel economy by as
         much as 7 percent
      -- Use modest acceleration when possible, minimizing "jack rabbit"
         starts
      -- Moderate use of air conditioning and other accessories such as fog
         lamps and heated seats
      -- Use cruise control to help maintain a steady speed
      -- Limit idle and warm up periods - don't leave vehicles idle while
         running in for the cup of coffee in the morning
  -- Check Vehicle Condition
      -- Ensure proper vehicle maintenance
          -- Replace dirty air filters - a clogged air filter can reduce
             fuel economy as much as 10 percent
          -- Check tire pressures - tires under inflated by just 2 psi can
             reduce fuel economy as much as 1 percent
      -- Remove extra weight from vehicles - an extra 100 pounds in the
         trunk or pickup box can lower fuel economy 1 to 2 percent
      -- Reduce aerodynamic drag on vehicle by taking empty cargo carriers,
         bike racks, ski racks, etc. off - at highway speed, 50 percent of
         the engine power is used to overcome aerodynamic drag
      -- Remove unused items from roof racks as a loaded roof rack can
         reduce fuel economy at highway speeds by as much as 5 percent
      -- Keep vehicle engine tuned up as a noticeably out of tune engine can
         reduce fuel economy as much as 4 percent
      -- If vehicle engine light is on, have the vehicle serviced - faulty
         components such as an oxygen sensor can reduce fuel economy as much
         as 40 percent