Chrysler may have invented the minivan, but the company’s position as king of the segment has taken some battering lately. The Chrysler Town & Country sold 84,558 units last year, with the Dodge Caravan good for another 90,666. But the Honda Odyssey again topped both, ringing up 100,133 sales; for good measure, the Toyota Sienna found 84,064 customers of its own last year. Plus, the all-new 2011 Sienna is just hitting dealerships now, with the completely overhauled 2011 Odyssey due before the year is out.
Faced with this kind of competition, Chrysler is taking a page from the General Motors playbook and introducing the “Minivan Pledge.”
Here’s how it works: If you trade in a “competitive” vehicle for a 2010 Chrysler minivan and aren’t happy with your purchase, you can return it within 60 days and get your money back—no questions asked.
It’s a program that’s quite similar to the General Motors “May the Best Car Win” deal, which offered a 60-day money-back guarantee on the General’s entire lineup. Although some criticized the program, it definitely brought a lot of positive attention to GM.
For Chrysler, any good press should help, and it’s hard to argue with the “putting your money where your mouth is” strategy. Despite dominating the minivan market at one time, Chrysler has since had to compete against strong offerings from Honda, Toyota, and Nissan. Boston Toyota dealers have seen substantial demand for the all-new Sienna, particularly following its “Swagger Wagon” advertising campaign. In just a few months, the completely redesigned Odyssey will also be arriving at Washington DC Honda dealers, further adding to the ferocity of the minivan segment.
You also have to like the fact that Chrysler is aiming this at its minivans. Although they’re top sellers, the company’s own statistics show about two thirds of its minivan customers are repeat buyers. That kind of loyalty is impressive, but long-term success is going to require some new customers. And this new guarantee may help Chrysler acquire some.
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