Hey, What’sThat Noise… Hey, What’s

That Noise…

Chrysler Group Unique Strategic Position

Chrysler Group Unique Strategic Position

Position our brands, products and services with Position our brands, products and services with a focus on customer needs – “pull” baseda focus on customer needs – “pull” based

Deliver a portfolio of uniquely styled and positioned Deliver a portfolio of uniquely styled and positioned vehicles with vehicles with a development system capable of delivering high a development system capable of delivering high quality at low costquality at low cost

Create an internal business system that will rapidly Create an internal business system that will rapidly and efficiently respond to an increasingly fragmented and efficiently respond to an increasingly fragmented and changing marketand changing market

Communicate this unique position to customers where Communicate this unique position to customers where and when they want itand when they want it

Position our brands, products and services with Position our brands, products and services with a focus on customer needs – “pull” baseda focus on customer needs – “pull” based

Deliver a portfolio of uniquely styled and positioned Deliver a portfolio of uniquely styled and positioned vehicles with vehicles with a development system capable of delivering high a development system capable of delivering high quality at low costquality at low cost

Create an internal business system that will rapidly Create an internal business system that will rapidly and efficiently respond to an increasingly fragmented and efficiently respond to an increasingly fragmented and changing marketand changing market

Communicate this unique position to customers where Communicate this unique position to customers where and when they want itand when they want it

Net

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Spo

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unic

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Purchase

Shopping

Intentions

Consideration

Awareness

Cab

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AA

Purchase

Shopping

Intentions

Consideration

Awareness

Media MixMedia Mix

Media ConsumptionMedia Consumption

5%

10%

12%

3% 2%

20%

48%

NewspapersMagazinesBooksRadioTVComputerOnline

Average person spends 11.7 hours with mediaAverage person spends 11.7 hours with media

iDMAa Journal, Spring 2004 “Middletown Media Studies

Collaborative AllianceCollaborative Alliance

ParamountParamount Tomb Raider Tomb Raider SaharaSahara

Sirius RadioSirius Radio DealersDealers

DAA Cable BuyDAA Cable Buy Yellow pages Yellow pages

to online leadsto online leads

ParamountParamount Tomb Raider Tomb Raider SaharaSahara

Sirius RadioSirius Radio DealersDealers

DAA Cable BuyDAA Cable Buy Yellow pages Yellow pages

to online leadsto online leads

Product Integration – Jeep World of Adventure Sports

Product Integration – Jeep World of Adventure Sports

The only network TV series covering action and adventure The only network TV series covering action and adventure sports around the world sports around the world

4 world record attempts in kayaking, off-shore power boating, 4 world record attempts in kayaking, off-shore power boating, around the world sailing, and big wave surfingaround the world sailing, and big wave surfing

Partnerships supported with traditional media elements and Partnerships supported with traditional media elements and authentic product integration featuring;authentic product integration featuring;

Title sponsor – Jeep Title sponsor – Jeep Presenting sponsor – EnergizerPresenting sponsor – Energizer Supporting sponsor – Red Bull, AOL, Goodyear, Supporting sponsor – Red Bull, AOL, Goodyear,

Columbia & GarminColumbia & Garmin The series to be expanded to 10 hours on NBC in 2005 new The series to be expanded to 10 hours on NBC in 2005 new

episodes beginning February 5episodes beginning February 5 Jeep benefitsJeep benefits

A TV franchise that matches the brand A TV franchise that matches the brand Leverage current Jeep outdoor event assets like Camp Jeep Leverage current Jeep outdoor event assets like Camp Jeep Expanded partnership alliances Expanded partnership alliances Working with Jeep business units around the worldWorking with Jeep business units around the world

The only network TV series covering action and adventure The only network TV series covering action and adventure sports around the world sports around the world

4 world record attempts in kayaking, off-shore power boating, 4 world record attempts in kayaking, off-shore power boating, around the world sailing, and big wave surfingaround the world sailing, and big wave surfing

Partnerships supported with traditional media elements and Partnerships supported with traditional media elements and authentic product integration featuring;authentic product integration featuring;

Title sponsor – Jeep Title sponsor – Jeep Presenting sponsor – EnergizerPresenting sponsor – Energizer Supporting sponsor – Red Bull, AOL, Goodyear, Supporting sponsor – Red Bull, AOL, Goodyear,

Columbia & GarminColumbia & Garmin The series to be expanded to 10 hours on NBC in 2005 new The series to be expanded to 10 hours on NBC in 2005 new

episodes beginning February 5episodes beginning February 5 Jeep benefitsJeep benefits

A TV franchise that matches the brand A TV franchise that matches the brand Leverage current Jeep outdoor event assets like Camp Jeep Leverage current Jeep outdoor event assets like Camp Jeep Expanded partnership alliances Expanded partnership alliances Working with Jeep business units around the worldWorking with Jeep business units around the world

Interactive/GamingInteractive/Gaming

Internet and usabilityInternet and usability

Over 4 Million Gameplays, over 950,000 Over 4 Million Gameplays, over 950,000 Registered to download or play advanced levelsRegistered to download or play advanced levels

38% of registrants intend to purchase a Chrysler 38% of registrants intend to purchase a Chrysler Group product Group product

31% are already owners31% are already owners

Half of all respondents said Half of all respondents said the brands’ involvement in the brands’ involvement in gaming had a positive impact gaming had a positive impact on their opinion of the brandon their opinion of the brand

Internet and usabilityInternet and usability

Over 4 Million Gameplays, over 950,000 Over 4 Million Gameplays, over 950,000 Registered to download or play advanced levelsRegistered to download or play advanced levels

38% of registrants intend to purchase a Chrysler 38% of registrants intend to purchase a Chrysler Group product Group product

31% are already owners31% are already owners

Half of all respondents said Half of all respondents said the brands’ involvement in the brands’ involvement in gaming had a positive impact gaming had a positive impact on their opinion of the brandon their opinion of the brand

GamingGaming

Retail VersionRetail Version EA SPORTS 2005 NASCAR EA SPORTS 2005 NASCAR

Chase for the Cup – Chase for the Cup – #1 NASCAR video game #1 NASCAR video game franchisefranchise

Opening Cinematic – Race Ryan Opening Cinematic – Race Ryan Newman in ViperNewman in Viper

Dodge brand logos and content Dodge brand logos and content added to gameadded to game

Sponsorship of five online Sponsorship of five online tournamentstournaments

Interactive product immersionInteractive product immersion

Retail VersionRetail Version EA SPORTS 2005 NASCAR EA SPORTS 2005 NASCAR

Chase for the Cup – Chase for the Cup – #1 NASCAR video game #1 NASCAR video game franchisefranchise

Opening Cinematic – Race Ryan Opening Cinematic – Race Ryan Newman in ViperNewman in Viper

Dodge brand logos and content Dodge brand logos and content added to gameadded to game

Sponsorship of five online Sponsorship of five online tournamentstournaments

Interactive product immersionInteractive product immersion

Xbox Demo VersionXbox Demo Version EA SPORTS created Xbox demoEA SPORTS created Xbox demo Launched at NAIAS – to travel Launched at NAIAS – to travel

auto show circuitauto show circuit Charger NASCAR model Charger NASCAR model

incorporated with all ten Dodge incorporated with all ten Dodge NEXTEL cup driversNEXTEL cup drivers

Choose from production model Choose from production model Charger and Viper, as wellCharger and Viper, as well

Race Ryan Newman in Viper in Race Ryan Newman in Viper in opening sequenceopening sequence

Tracks include Talladega and Tracks include Talladega and Dodge RacewayDodge Raceway

Xbox Demo VersionXbox Demo Version EA SPORTS created Xbox demoEA SPORTS created Xbox demo Launched at NAIAS – to travel Launched at NAIAS – to travel

auto show circuitauto show circuit Charger NASCAR model Charger NASCAR model

incorporated with all ten Dodge incorporated with all ten Dodge NEXTEL cup driversNEXTEL cup drivers

Choose from production model Choose from production model Charger and Viper, as wellCharger and Viper, as well

Race Ryan Newman in Viper in Race Ryan Newman in Viper in opening sequenceopening sequence

Tracks include Talladega and Tracks include Talladega and Dodge RacewayDodge Raceway

PC VersionPC Version Coming soonComing soon

PC VersionPC Version Coming soonComing soon

Auto Show –Camp Jeep New York

Auto Show –Camp Jeep New York

Auto Show –Camp Jeep New York

Auto Show –Camp Jeep New York

ResultsResults 50% described Camp Jeep as “most wanted to see” 50% described Camp Jeep as “most wanted to see”

or “one of top exhibits”or “one of top exhibits” 53% know more about Jeep models53% know more about Jeep models 50% plan to buy SUVs for next purchase50% plan to buy SUVs for next purchase 47% more likely to consider Jeep brand47% more likely to consider Jeep brand 70% spent more time at Camp Jeep than at other exhibits70% spent more time at Camp Jeep than at other exhibits More than 30% spent 30 minutes or more at Camp JeepMore than 30% spent 30 minutes or more at Camp Jeep 70% of dealers said that customers mentioned 70% of dealers said that customers mentioned

Camp Jeep New YorkCamp Jeep New York 30% of dealers indicate that consumers came in 30% of dealers indicate that consumers came in

with the zone incentivewith the zone incentive Increased average length of stay from 7 minutes to 22 minutes Increased average length of stay from 7 minutes to 22 minutes Over 35,000 test drivesOver 35,000 test drives Over 300,000 walk thrusOver 300,000 walk thrus Over 20 million TV impressions Over 20 million TV impressions Over 4 million Camp Jeep print impressionsOver 4 million Camp Jeep print impressions

ResultsResults 50% described Camp Jeep as “most wanted to see” 50% described Camp Jeep as “most wanted to see”

or “one of top exhibits”or “one of top exhibits” 53% know more about Jeep models53% know more about Jeep models 50% plan to buy SUVs for next purchase50% plan to buy SUVs for next purchase 47% more likely to consider Jeep brand47% more likely to consider Jeep brand 70% spent more time at Camp Jeep than at other exhibits70% spent more time at Camp Jeep than at other exhibits More than 30% spent 30 minutes or more at Camp JeepMore than 30% spent 30 minutes or more at Camp Jeep 70% of dealers said that customers mentioned 70% of dealers said that customers mentioned

Camp Jeep New YorkCamp Jeep New York 30% of dealers indicate that consumers came in 30% of dealers indicate that consumers came in

with the zone incentivewith the zone incentive Increased average length of stay from 7 minutes to 22 minutes Increased average length of stay from 7 minutes to 22 minutes Over 35,000 test drivesOver 35,000 test drives Over 300,000 walk thrusOver 300,000 walk thrus Over 20 million TV impressions Over 20 million TV impressions Over 4 million Camp Jeep print impressionsOver 4 million Camp Jeep print impressions

Auto Show –Taking it to Chicago

Auto Show –Taking it to Chicago

Hey, What’sThat Noise…Hey, What’s

That Noise…

Julie RoehmJulie RoehmDirector, Marketing Director, Marketing CommunicationsCommunications

Julie RoehmJulie RoehmDirector, Marketing Director, Marketing CommunicationsCommunications