Chrysler Wooing Jeep Clients With Off-road Experience Tests

by : Al Oberm

It might be a long way from the outback or actual off road driving but Chrysler is becoming very innovative in its marketing efforts to allow potential clients to experience the Jeep's trail rated difference!

In early October at the South Florida International Auto Show, Chrysler set up what they called "Camp Jeep". To those less term enriched, Jeep made a driving exhibit to give test drivers the real-life experience of driving a Jeep off road. This was no minor feat for Jeep. To build their course at the Miami Beach Convention Center, they had to haul in over 220 yards of mulch and spend almost six days developing the obstacle course. The trail featured a water obstacle and an 18-foot "hill" as well as other driving challenges. All to show potential clients just what a Jeep can do out on the trails.

If this wasn't enough, Chrysler is going it one better at their upcoming "Full Throttle Test Drive Event" at the Wild Rivers Water Park in Irvine, CA (Los Angeles area) this Saturday (Oct. 28) and Sunday (Oct. 29). Chrysler will be featuring its full line of vehicles on three different specialty courses, one of which will be a 4×4 off-road adventure course. Consumers will get the chance to test the off-road capability of Chrysler's Jeep Wrangler, Grand Cherokee and Commander on the course.

This event will run from 9 a.m. to 5 p.m. each day and is free. Food and drinks will be available. People interested in attending are being encouraged to pre-register for a general arrival time on Saturday or Sunday by calling 888-809-7088 or visiting Pre-registration is not required to attend. You do need to be 18 years or older with a valid driver's license to participate in the vehicle driving tests.

Is it worth the expense to construct these man-made obstacle courses? Chrysler must think so and some marketing studies would seem to indicate that it is as well. According to market research, 40% of the people that attend these types of auto shows will buy a vehicle within a year of the event.

We applaud Chrysler for their innovative way to demonstrate their vehicles' performance and to give people a chance to see for themselves what they feel like out on the trails. We look for more marketing innovations out of Chrysler as they make a push to further strengthen their off-road image.

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