04-25-2012, 10:19 AM | #1 |
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When do the Ride and Drive Training Events start for the Dodge Dart?
I haven't been keeping up with Chrysler's launch schedule lately and was wondering when Chrysler's going to start the Ride and Drive Training Events for the Dodge Dart?
When I think back to the launch of the 2011 Grand Cherokee, the Chrysler 300 and the Fiat 500 I conclude that Auburn Hills hasn't really hit the ball out of the park with a vehicle launch lately. To the extent the Dodge Dart looks like a great vehicle with attractive pricing hopefully the vehicle will get the support it deserves from Auburn Hills and be launched successfully. |
04-25-2012, 01:26 PM | #2 |
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ride and drive
When should it be? Before the first one hits the dealerships so everyone will be up and running when they hit the store.
When will it be? Probably 2-3 months after launch when it is not nearly as effective. Create excitement with the salespeople by getting them all in the vehicle before drive away! |
04-25-2012, 02:58 PM | #3 |
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Anyone remember the driveaways when dealers got their first car of a new model at a central location after a rah-rah meeting? Everyone got the same thing as what was in the advertising that launched the nameplate. When the customer came in they saw the one that was in the ad. I hate to date myself but I will never forget when I got to go to the Pacer driveaway with my dad. The Leamington Hotel in downtown Minneapolis, parking lot stuffed with Maroon Pacers. I have to believe that all those cars leaving the city at the same time had to create some interest.
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04-26-2012, 10:34 AM | #4 | |
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04-26-2012, 11:59 AM | #5 |
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I remember early on hearing that there would not be a "Ride and Drive".
And simular to the Neon launch, it would be at each dealership so it could include all dealer employees. Or, maybe I just dreamed it... LOL |
04-26-2012, 12:30 PM | #6 |
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mid june for the SWBC as well
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04-26-2012, 01:33 PM | #7 | |
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I know the Ride and Drives are expensive for the OEMs to conduct but in my opinion there's nothing better than to have a sales staff that's trained on a new product and they can tell their prospects they've driven the new vehicle and compared it to the competition. I remember a Grand Cherokee R&D that compared the GC to the Ford Explorer and a couple of other vehicles. The Explorer had become a volume vehicle for Ford and it was stealing away market share from the GC. I attended the R&D and couldn't believe how much better the GC was in terms of power, comfort and handling. They even had a mini off-road course that showed how easily the Explorer's spare tire could be turned into a plow and get the vehicle stuck. On the retail side I also liked the R&D because it allowed the Sales Manager to pick which salespeople he/she wanted to send to the R&D. I recall one event that was 200 miles away in Portland and we had to keep some people back at the store. It was a real boost of morale for the salespeople who got to go to the R&D and a bit of a wake-up call for those who were left behind. |
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04-26-2012, 01:35 PM | #8 |
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04-26-2012, 01:40 PM | #9 | |
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I like the idea of an all-employee launch but I remember hearing the Neon events were mostly "hit and miss" and largely depended on how enthusiastic/energetic the local DM was about conducting the meeting. While I like the idea of an all-employee event I don't think it's a suitable substitute for a Ride and Drive event for the salespeople on the front-line who are going to be selling the new vehicle against the competition. |
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04-27-2012, 08:17 AM | #10 | |
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The event was held at the Beverly Hilton and featured a police escort where the convey of 300s drove to a nice restaurant for lunch. It was a classy way to launch a new vehicle and got the 300M off to a great start. Concerning the Pacer event you described, that must have been a sight. To the extent the Pacer was launched in 1975, I'm guessing you must have seen the following when you and your dad went to the Drive-away:
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04-27-2012, 08:19 AM | #11 |
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04-27-2012, 09:13 AM | #12 | |
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There is the car! Correct color and everything. What I would give to go back! EVERYTHING you mentioned was there. |
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