Chrysler is using cash to move minivans off the lot this month and the campaign has seen its perception scores soaring.
The "Minivan Pledge" guarantee and incentive plan, has been brought back for the month of April, and is successfully boosting the manufacturer's perception with potential car buyers (those who intend to purchase in the next year) aged 18 plus.
Recent perception history for Chrysler with potential car buyers has been a roller coaster with a series of clear peaks when sales are going on, and valleys when consumers aren’t being served with attractive offers.
Chrysler's bread and butter has always been its minivans but sales were lagging in the first quarter. Not willing to concede to competitors, the automaker reprised its "Minivan Pledge" for the month of April, guaranteeing new owners a no-questions-asked 60 day return policy on the purchase of any 2011 Town & Country or Dodge Caravan. Cash incentives and trade in bonuses are being offered too. Chrysler didn't stop there - it's offering deals on a number of its other vehicles as well.
After spending the first week of April with consumers sitting on the fence with a zero score, Chrysler's buzz numbers increased significantly, hitting 16.7 by April 15th. The number still remains quite positive at 12.2.
