Chrysler is now single and ready to mingle. The new Chrysler, now owned by Cerberus Capital Management in a $7.4 billion deal with Daimler, is sending out invitations and party kits to its 3,700 dealers to celebrate its rebirth as an all-American company.
There is no date set for the even but the company has told Chrysler, Dodge and Jeep dealers the big event is most likely to take place between July 25 and August 10, post DaimlerChrysler breakup.
“We’re including the entire family in our plans to launch the new company, including our dealer body,” Chrysler spokesman David Barnas told The Detroit News.
Houston dealer Alan Helfman is lining up local musicians for the big night and planning a buffet. “I’ll probably do chicken wings. I’m going to do Hickory Barn Bar-B-Q sausage on a stick. Maybe I’ll do a little dirty rice,” said Helfman, vice president at River Oaks Chrysler Jeep. “It’s going to be a nice evening.”
Chrysler had also planned to offer customers free oil changes as a part of the event but killed the idea after dealers disagreed.
The cost to launch the “New” Chrysler, including the party kits and advertising campaign, is expected to run in the tens of millions of dollars.
According to the memo sent to dealers, the new company will go by the name of Chrysler Corp. and will start reaching out to customers with bold TV, radio and print advertisements.
Source: The Detroit News