Chrysler's butts-in-seats marketing gets a boost: Test drive programs aim to lift brands' consideration

摘要

Chrysler Group is expanding its "butts-in-seats" marketing, in which the automaker offers test drives to consumers at dealerships and elsewhere. Half of the automaker's six brands recently launched new efforts. Chrysler says it wants to show consumers that its products have dramatically improved. "We know a physical experience with a vehicle is a great way to allow people to try it out and move up on their consideration list," said Michael Curmi, head of Chrysler's seven-member experiential marketing unit. The group was formed in January 2011.