Chrysler incentives drive showroom traffic

Chrysler Group’s latest incentive program looks like it could be the most successful since its first employee pricing program four years ago.

The “Double Ca$h for Your Old Car” plan gives customers as much as $9,000 toward a qualifying new Chrysler Group vehicle. Half the money comes from the federal government’s “cash-for-guzzlers” program, the other half is matching cash from Chrysler.

Chrysler spokeswoman Kathy Graham said 70 percent of the customers visiting Chrysler, Dodge and Jeep dealerships came because of the promotion and 30 percent of those customers brought vehicles that qualified for the government incentive.

A dealer quoted by Automotive News said the program is working for his dealership.

“We sold more new vehicles on Friday and Saturday than any other Friday and Saturday the last year and a half,” said John Schenden, owner of Denver Pro Chrysler Jeep. Schenden also said the 17 new vehicles sold over the two-day period represent twice his normal sales.