Press Release

Chrysler-Plymouth Dealers Take On Superstore Image

09/11/96

Chrysler-Plymouth Retailers Unveil 'Superstore' Concept With
First-Ever Grass Roots Initiative New Ad Campaign Changes Name,
Emphasizes Full Range Of Automotive Services


DETROIT, Sept. 9 -- The Chrysler-Plymouth retailers of
Southeast Michigan have a new name, a new outlook, and a new approach
to leading the dramatic changes occurring in automotive marketing.

The changes are symbolized by presenting themselves in the marketplace
as "superstores," rather than "dealers," and by initiating a
grass-roots-up innovative advertising and public information program
developed and implemented by the regional retail advertising
association rather than by the manufacturer, which has been the
historical industry practice.

The announcement was made today (Monday) by Chrysler-Plymouth
Association of Southeast Michigan (CPASM) leaders Mark Snethkamp and
Bill Golling.

Snethkamp is president of the Chrysler-Plymouth Advertising
Association of Southeast Michigan. Golling is president of the
Chrysler-Plymouth Association of Southeast Michigan.

"It takes a super store to be a Superstore" is the theme of the
campaign which lists the extensive products and services offered by
individual CPASM member stores.

"Each of our member retail stores has the unique ability to provide
one- stop, top-to-bottom shopping -- everything the customer needs
throughout the life of the vehicle," Snethkamp said.

"We believe a superstore is defined by the completeness and
comprehensiveness of the products and services provided, and not just
by the number of used cars on the lot."

In a first of its kind, grass roots initiative Chrysler-Plymouth
stores in the region are:

* Using the "superstore concept" and dropping the term "dealership"
from their operations,

* Emphasizing the full range of services individual Chrysler-Plymouth
superstores provide,

* Starting a public information bureau in downtown Detroit for news
media inquiries to ensure better information access for consumers,

* Conducting periodic focus groups and survey research for customer
feedback to better speed adaptations to the marketplace,

* Using a Chrysler-sponsored "culture change" training program for
store personnel to achieve market-best standards in customer service.

The announcement marks the launch of an ongoing, integrated
advertising and public information program by the association which
includes broadcast, print, outdoor, point-of-purchase, news media
relations and employee communications.

The campaign was preceded by two weeks of "teaser" ads foreshadowing
the change.

"Our Superstore program, and Chrysler Corporation programs like
Plymouth Place and Customer One, are designed to meet the needs of a
rapidly changing automotive sales marketplace," Golling said.

"The speed and type of changes in the market demand new approaches to
reach today's consumer," Golling added. "Our member retailers are
determined to lead those changes in order to exceed the expectations
of their customers."

"This is a dynamic program and we will continue to look for ways to
add to it or change it as the market changes."

The new program was jointly developed by the association, Bozell
Worldwide and Bassett & Bassett, Incorporated. More than two years
effort was invested, including focus groups, survey research and
extensive customer input.

The Superstore initiative complements the user-friendly Plymouth Place
program which puts Plymouth's product line up in shopping malls, at
special events and expos, online with the Internet and available
through a toll free 800 number (1-800-PLYMOUTH).

Plymouth Place is jointly sponsored in this area by the regional
retail association and Chrysler-Plymouth Division. More than 200,000
area shoppers have used the service since its introduction in January
1996.

Chrysler Corporation's Customer One training program teaches
individual retail store teams how to thoroughly analyze and redesign
store operations from the customer's point of view.

The Chrysler-Plymouth Associations of southeast Michigan consist of 38
independent retail outlets ranging from Monroe to Lapeer and from
Fowlerville to Port Huron. The associations' members represent sales
of approximately 40,000 new and used vehicles a year, and consistently
lead the nation in Chrysler-Plymouth market penetration.