CHRYSLER'S DECISION TO ROLL OUT an industry-first lifetime warranty that starts today came as much from an effort to heal relations with dealers as from consumer market research."Back in January, we met with the national dealer council to discuss things that are annoying them," says Steven Landry, Chrysler Group's executive vice president-North America, sales and marketing, service and parts. Chrysler aggressively wooed dealers after a firestorm last year when the company, dealing with bloated supply, compelled dealers to accept vehicles they didn't want.
"Our [three years, 36,000 miles] powertrain warranty was okay, but not as good as a seven-year warranty dealers suggested. But when we looked at our quality, we came to the decision of not [just] matching everyone but going way beyond it."
Indeed, the new Lifetime Powertrain Warranty goes way, way beyond. The warranty covers parts, labor on powertrain and engine transmission for the life of the vehicle and for the first registered owner. It covers the company's Dodge, Jeep and Chrysler brand gasoline powered vehicles (not diesel). If the original owner sells, the new owner reverts to the old three-year, 36,000 powertrain warranty.
To continue the lifetime warranty coverage, the owner must have a powertrain inspection performed by an authorized Chrysler, Jeep or Dodge dealer once every five years, free of charge.
Chrysler is touting the program with a national integrated TV, print and Internet campaign via BBDO, Detroit, that also gives the warranty its own logo, an infinity symbol bounded by four wheels. Having launched Thursday, the three TV spots--one for each brand--use "firsts" to support a heritage theme.
Print launches today with full-page ads in USA Today and The Wall Street Journal, which will also run Monday, and in 60 major dailies this weekend.
New Guarantee ads and logos are available HERE
These ad materials will be available for one week. If there is a problem downloading these materials, contact bmathews@multiad.com.
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