FCA reinvents Five Star....

[XDCX]

It appears that FCA has reinvented Five Star and decided to call their new program Customer First Award for Excellence.

In fairness to Auburn Hills the new program clearly has elements that Five Star lacked, like J.D. Powers intervention, but I still wonder why FCA decided to go with a more complicated program name given that they want dealers to incorporate their award status in their advertising.

Maybe I'm too simple of a person, but I would have stuck with the Five Star designation. Granted the Five Star branding may have some negative equity with Chrysler Dealers but I think it still has a strong positive association with the public.

So, what do you think of FCA's new program with J.D. Powers - will the program fix the problems that FCA hopes to address?

As always, I'll flip this thread to AREA 51 based on member feedback.