Chrysler Showcase Redefines the Shopping Experience
15 January 1998
Chrysler Showcase Redefines the Shopping ExperienceAUBURN HILLS, Mich., Jan. 15 -- As the Chrysler brand continues to redefine the premium vehicle, it also redefines the shopping process. Building on the innovative and highly successful interactive shopping concept, Plymouth Place, the Chrysler/Plymouth/Jeep(R) Division will launch Chrysler Showcase this month. The Chrysler Showcase will highlight the Chrysler brand's full line of innovative vehicles that have redefined the brand by offering a blend of elegant design, technology and premium features in every vehicle. The all-new 1998 Chrysler Concorde will be the first of three all-new cars featured in the Chrysler Showcase. "This is an exciting time for the Chrysler brand with the introduction of three all-new, distinctive large cars within only four months," said Martin R. Levine, General Manager - Chrysler/Plymouth/Jeep/Eagle Division. "Through the Chrysler Showcase we hope to give customers more than a glimpse of the all-new Concorde, 300M and LHS. We want them to get into these cars and learn more details about their premium features." The Chrysler Showcase is an interactive shopping process offered in select malls and events across the country that will feature Chrysler brand vehicles as well as interactive kiosks and a staff of Chrysler product ambassadors to answer product questions. No salespeople are on site. Instead, knowledgeable product ambassadors can answer questions and assist interested customers in locating a Chrysler-Plymouth dealer in their area. "Our successful experience with Plymouth Place taught us that the interactive kiosks were the ideal first step in the shopping process, when people were 'just looking,'" said Levine. "The Chrysler Showcase is the perfect opportunity for us to highlight our products to consumers who are in the beginning stage of the car buying experience and may not be familiar with our new products." The Chrysler Showcase, which will be featured in 36 cities, was designed to raise consumer awareness of the new Chrysler brand vehicles. Just as the Chrysler/Plymouth/Jeep Division used Plymouth Place to raise awareness of its brand and new products, the Chrysler Showcase will be used to raise awareness and purchase consideration of its products. Plymouth Place attracted more than 12 million visitors and generated 600,000 product information printouts about Plymouth products. It was highly successful in bringing Plymouth products to the consumer. "The Chrysler Showcase will maintain the momentum of expanding the appeal and knowledge of our products to a new generation of buyers while highlighting our new vehicles to our existing customers," said Levine. SOURCE Chrysler Corporation