Chrysler Press Release: 'Plymouth Place' Interactive Shopping Sites Expanding
05/17/96
'PLYMOUTH PLACE' INTERACTIVE SHOPPING SITES EXPANDING TO 18 MORE MARKETS AUBURN HILLS, Mich., May 9 -- Based on successful results following a 41-market rollout earlier this year, the Plymouth Division of Chrysler Corporation is expanding its "Plymouth Place" interactive shopping sites to 18 additional markets by the end of June. "Even though we have been in these major markets for little more than three months, we already are seeing a substantial increase in awareness of the Plymouth brand among consumers," said Steve Bruyn, Plymouth National Marketing Plans Manager. "That increase, along with the introduction of our all-new Breeze sedan earlier this year, is translating into substantially higher sales." Plymouth's U.S. vehicle sales in April, the latest month available, surged 33 percent ahead of month-earlier levels. For the first four months of the year, Plymouth sales are up 9% from the same period in 1995. The main feature of a Plymouth Place site, typically located in the center-court section of a major shopping mall, is an interactive computer kiosk called a "Tech Cart," which allows consumers to view informational videos of the Plymouth Neon, Breeze and Voyager/Grand Voyager. Users can "build" their own Plymouth according to specification and price, and receive a printout of their selection to take to an area dealership of their choice. There are no salespeople -- only Plymouth advisers trained to answer all product inquiries. Unlike other in-mall automotive displays, each Plymouth Place has a full range of products that are open for inspection. Plymouth Place has been hailed by industry writers as one of the most innovative shopping processes in the auto business. "Our Plymouth Place sites prove everyday that consumers want to shop in a low-pressure environment, and gain as much product knowledge as they can before they make a decision," said Bruyn. "At the same time we are answering the needs of younger buyers, who have grown up with computers and are relying on new technology to get information." Plymouth has been undergoing a brand "renaissance," as Chrysler repositions it as the Company's entry-level brand -- one which offers fresh styling and design innovation along with value and versatility. Plymouth's prime prospects are young families and singles, especially women. Early next year, the excitement level at Plymouth will accelerate further as the Prowler, a modern-day hot rod using 90's design and innovation, is put into limited production. Plymouth Place will be in these additional markets by June 30: Albuquerque/Santa Fe, N.M. Little Rock, Ark. Austin, Texas Louisville, Ky. Birmingham, Ala. Norfolk/Portsmouth Va. Charleston, S.C. Oklahoma City Battle Creek/Kalamazoo/Grand Rapids, Mich. Omaha, Neb. Green Bay/Appleton, Wis. Providence, R.I. Greensboro/High Point/Winston-Salem, N.C. Salt Lake City Greenville/Spartanburg, S.C./Asheville, N.C. Toledo Jacksonville, Fla. West Palm Beach, Fla. Current Plymouth Place markets: Albany, N.Y. Los Angeles Atlanta Miami/Ft. Lauderdale Baltimore/Washington D.C. Milwaukee Boston Minneapolis Buffalo/Rochester/Syracuse N.Y. Memphis, Tenn. Charlotte, N.C. Nashville, Tenn. Chicago New York City Cincinnati Orlando, Fla. Columbus, Ohio Pensacola, Fla. Dayton, Ohio Philadelphia Cleveland Phoenix Dallas/Ft. Worth Pittsburgh Denver Raleigh/Durham, N.C. Detroit Sacramento, Calif. Hartford/New Haven, Conn. San Diego Houston San Francisco Indianapolis Seattle/Portland Kansas City, Mo. St. Louis