CSC's "Driving America" Service Contract

[XDCX]

The first thing I thought of when I saw this program was - "It looks like they still have a warehouse full of Garmin GPS units they need to get rid of."

The new offering includes the following:

• Garmin Nuvi 255W
• Six Oil/Filter Changes
• Road Hazard Tire Protection
• Roadside Assistance

Does anyone think they'll be selling this package, or is the value proposition too low?

[goodone414]

Ha-Ha I thought the exact same thing. Can't see this store selling many...

[XDCX]

Originally Posted by goodone414

Can't see this store selling many...

I thought the same thing.

I own a Garmin Nuvi 200W and I think it's absolutely awesome - that said, they're dirt cheap and the price just keeps falling.

I think most customers would assign a value of about $250 to the Garmin Unit and maybe another $150 for the rest of the package - that's only $400 - not enough value for the selling price.

I liked the "Protection with Direction" program that they just concluded better. I thought it was easier for a customer to see the value and rationalize their purchase with the "free" GPS offer.

[goodone414]

Originally Posted by XDCX

I thought the same thing.

I own a Garmin Nuvi 200W and I think it's absolutely awesome - that said, they're dirt cheap and the price just keeps falling.

I think most customers would assign a value of about $250 to the Garmin Unit and maybe another $150 for the rest of the package - that's only $400 - not enough value for the selling price.

I liked the "Protection with Direction" program that they just concluded better. I thought it was easier for a customer to see the value and rationalize their purchase with the "free" GPS offer.

I agree the "Protection with Direction" program was a much easier sale in my eyes. I actually had a service contract penetration ratio over 100% for the first 3 weeks of December. I sold 4 more Service contracts than new vehicles during that time period. Not a number that you want to see on a regular basis, but I think it does show just how effective the Protection with Direction promotion was.

[XDCX]

Originally Posted by goodone414

I agree the "Protection with Direction" program was a much easier sale in my eyes. I actually had a service contract penetration ratio over 100% for the first 3 weeks of December. I sold 4 more Service contracts than new vehicles during that time period. Not a number that you want to see on a regular basis, but I think it does show just how effective the Protection with Direction promotion was.

Congratulations on the 100%+ penetration rate - that's awesome.

[SHACOS]

Protection with Direction. That's a marketable slogan. Any reason why Chrysler didn't push this in an TV media instead of those "I'll never go away" Ram commercials?

[CL Pgh]

Originally Posted by SHACOS

Protection with Direction. That's a marketable slogan. Any reason why Chrysler didn't push this in an TV media instead of those "I'll never go away" Ram commercials?

They have crap $ left for advertising. Chrysler put all their marbles on Deborah Meyer, marketing master from Toyota. She put what appears to 80% of the entire ad. budget on three or four separate reality commercials selling a website. The commercials are slowly die'n, the website hits are no longer mentioned in webcasts or tele-con. and Debra Meyers is deliberately MIA.

Another great product with chit support/launch!!!

[XDCX]

Originally Posted by CL Pgh

They have crap $ left for advertising. Chrysler put all their marbles on Deborah Meyer, marketing master from Toyota. She put what appears to 80% of the entire ad. budget on three or four separate reality commercials selling a website. The commercials are slowly die'n, the website hits are no longer mentioned in webcasts or tele-con. and Debra Meyers is deliberately MIA.

Another great product with chit support/launch!!!

I'd love to see how much of their budget they spent on the Ram Challenge and what results it produced. The fact that Chrysler has not been talking about the sales volume for the 2009 Ram 1500 makes me nervous.