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Chrysler incentives drive showroom traffic

by Bill Cawthon on

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.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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