Chrysler Seeks to Move Gas Guzzlers with Free Fuel Promo
Chrysler has a lot of cars to move off dealer lots and unfortunately many are not the fuel-efficient models that are currently so much in demand. To help make it easier for consumers to choose power and speed over longer periods between fill-ups, the automaker is rolling out a new promotion that guarantees owners of select models will pay no more than $2.99 a gallon over the next three years.
The average price for a gallon of regular unleaded self-serve gasoline jumped more than 15 cents to $3.62 over the past two weeks, according to the most recent Lundberg Survey of roughly 7,000 gas stations across the country.
The Chrysler promotion, “Let’s refuel America,” gives qualified buyers of new Chrysler models (Sebring, 300 and Town and Country), Dodge cars (Avenger, Caliber and Charger), and Jeep vehicles (Commander, Compass and Liberty) a PIN-activated card that will enable them to buy fuel at participating gas stations for the $2.99 price. The offer is valid on 87 octane unleaded, E85 and diesel fuel.
According to Chrysler, 76 percent of consumers it surveyed cited rising gas prices as a “top concern.”
Jim Press, vice-chairman and president, Chrysler LLC, said in a statement on Monday that “Let’s refuel America” was intended “to help put customers’ minds at ease and do something to help working people who are worried about the volatility of fuel prices and vehicle cost of ownership.”
Deborah Meyer, Chrysler’s vice president and chief marketing officer, told Brandweek that the auto manufacturer made a “wide media buy” to get the word out on the promotion, which runs through June 2.
Erich Merkle of the consulting firm IRN Inc. said other automotive brands would be watching to see how well Chrysler’s new promotion fares.
“Everyone has to start thinking of pretty creative ways to market vehicles when gas prices get this high,” Mr. Merkle said. “This is a fairly radical plan and helps eliminate one of the reservations people are having when they think about buying a new car.”
Discussion Questions: Will Chrysler succeed in its goal to refuel America? Do you expect to see more brands and retailers, both inside and out of the auto industry, engaged in fuel promotions in the coming months and years?
- Chrysler Offers to ‘Refuel America’ – Brandweek
- Chrysler LLC Delivers Economic Stimulus; Protects Consumers from Rising Gas Prices for Three Years – Chrysler