Despite suffering from a string of sales setbacks, Fred Diaz, president and CEO of Ram truck brand, said that sales were up 51% in the first three weeks of March. The announcement comes as Chrysler begins an aggressive advertising company for the updated 2010 heavy-duty Ram pickup truck.
Although sales are picking up for some vehicles within the Chrysler lineup, the automaker is relying on smart advertising, rather than offering substantial incentives like other automakers.
“We are not going back to the days when we put six, seven or $8,000 on the hood of a vehicle,” said Diaz.
Despite reducing spending on rebates, Diaz stopped short of divulging how much was spent on the new Ram truck ad campaign, which officially kicked off on March 18. Developed by the Dallas-based Richards Group, the new campaign is designed to further differentiate the newly independent Ram brand and features the tagline “Power with Purpose.”
Considering that all Ram vehicles account for about 24% of Chrysler’s U.S. sales by unit and 30% of its sales revenue, March’s anticipated momentum will likely be a substantial boon for the embattled automaker.
While trucks are often an essential work vehicle, and therefore have a sort of built-in demand, consumers visiting Bethesda Acura, for example, are are focusing on two things overall: value and fuel-efficiency. Unfortunately, those are two qualities that Chrysler products aren’t particularly known for. Dealers such as Nissan Alexandria are finding that they’re most popularity products recent have been the Versa and the Rogue; two vehicles that offer versatility, strong fuel economy, and a reasonable price tag.
Dealers of domestic vehicles in particular are offering competitive incentives to get consumers into showroom. However, as the economy still recovers, Toyota dealerships MA still see staggering demand for pre-owned vehicles as well.
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