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Chrysler Showcase Redefines the Shopping Experience

15 January 1998

Chrysler Showcase Redefines the Shopping Experience

    AUBURN HILLS, Mich., Jan. 15 -- As the Chrysler
brand continues to redefine the premium vehicle, it also redefines the
shopping process.  Building on the innovative and highly successful
interactive shopping concept, Plymouth Place, the Chrysler/Plymouth/Jeep(R)
Division will launch Chrysler Showcase this month.
    The Chrysler Showcase will highlight the Chrysler brand's full line of
innovative vehicles that have redefined the brand by offering a blend of
elegant design, technology and premium features in every vehicle.  The all-new
1998 Chrysler Concorde will be the first of three all-new cars featured in the
Chrysler Showcase.
    "This is an exciting time for the Chrysler brand with the introduction of
three all-new, distinctive large cars within only four months," said Martin R.
Levine, General Manager - Chrysler/Plymouth/Jeep/Eagle Division.  "Through the
Chrysler Showcase we hope to give customers more than a glimpse of the all-new
Concorde, 300M and LHS.  We want them to get into these cars and learn more
details about their premium features."
    The Chrysler Showcase is an interactive shopping process offered in select
malls and events across the country that will feature Chrysler brand vehicles
as well as interactive kiosks and a staff of Chrysler product ambassadors to
answer product questions.  No salespeople are on site.  Instead, knowledgeable
product ambassadors can answer questions and assist interested customers in
locating a Chrysler-Plymouth dealer in their area.
    "Our successful experience with Plymouth Place taught us that the
interactive kiosks were the ideal first step in the shopping process, when
people were 'just looking,'" said Levine.  "The Chrysler Showcase is the
perfect opportunity for us to highlight our products to consumers who are in
the beginning stage of the car buying experience and may not be familiar with
our new products."
    The Chrysler Showcase, which will be featured in 36 cities, was designed
to raise consumer awareness of the new Chrysler brand vehicles.
    Just as the Chrysler/Plymouth/Jeep Division used Plymouth Place to raise
awareness of its brand and new products, the Chrysler Showcase will be used to
raise awareness and purchase consideration of its products.
    Plymouth Place attracted more than 12 million visitors and generated
600,000 product information printouts about Plymouth products.  It was highly
successful in bringing Plymouth products to the consumer.
    "The Chrysler Showcase will maintain the momentum of expanding the appeal
and knowledge of our products to a new generation of buyers while highlighting
our new vehicles to our existing customers," said Levine.

SOURCE  Chrysler Corporation