The New Chrysler Announces Commercial Competition for Its Dealers to Highlight New Lifetime Powertrain Warranty

AUBURN HILLS, Mich., Aug. 30, 2007 -- The New Chrysler is announcing a grassroots initiative to involve its dealer partners. The company is looking to draw from their creative energy and product knowledge of Chrysler, Jeep(R) and Dodge vehicles, in order to highlight the company's recently announced Lifetime Powertrain Warranty.

The competition is designed to identify the dealership that produces the most creative and informative Lifetime Powertrain Warranty-themed television commercial. The 30-second commercials will be judged by each dealer's local Business Center. In turn, each of the eight Business Centers from across the U.S. will review the dealers' commercials and select eight semi-finalists. One national dealer will then be chosen by a panel made up of Chrysler and BBDO Detroit representatives.

Commercials will be critiqued for originality, creativity, style and positioning. Ads will also be judged on the ability to capture viewers' attention, emphasis of the Lifetime Powertrain Warranty and unique product presentation. Any Chrysler, Jeep or Dodge dealer in the United States is eligible to enter, and the commercial entries must be submitted by Sept. 21, 2007.

"Along with our dealer partners, this is a great opportunity to raise awareness about the new 'best-in-industry' Lifetime Powertrain Warranty for our customers," said Darryl Jackson, Vice President - U.S. Sales, Chrysler.

Christine MacKenzie, Executive Director - Multi Brand Marketing & Agency Relations, Chrysler added, "This competition is also a wonderful way to reward our dealer partners with incremental TV advertising."

Both the winning dealer and seven semi-finalists will be awarded with media co-op advertising at a grassroots level. In addition, the national winner will be acknowledged at the Dealer Announcement show in October in Las Vegas, Nev.

On July 26, 2007, Chrysler announced a new 'best-in-industry' Lifetime Powertrain Warranty on most new Chrysler, Jeep and Dodge vehicles in the U.S., Puerto Rico and The Virgin Islands. The best in the industry and the first from an OEM, the Chrysler Lifetime Powertrain Warranty covers the cost of all parts and labor needed to repair covered powertrain components - gasoline engine, transmission and drive system.