Chrysler Hits the Road with Mobile Showroom


AUBURN HILLS — Chrysler Group LLC hits the road this week with its 2012 mobile showroom to visit employee, affinity partner, and supplier sites over the next 19 weeks.

This year’s version of the road tour is bigger and better. It features 16 Chrysler, Jeep, Dodge, Ram Truck, SRT, and FIAT brand vehicles, including the all-new 2013 Dodge Dart compact car, the Fiat 500 Abarth, and the Chrysler 300 Luxury Series, the most luxurious and fuel-efficient Chrysler flagship sedan ever.

Called the “Chrysler Affiliate Rewards/Employee Advantage Road Tour,” this mobile marketing event is designed for thousands of employees who work for Chrysler Group, affiliated companies like Case New Holland, and suppliers like Republic Steel, in Canton, Ohio; Federal Mogul Corp in Southfield, and Blue Cross Blue Shield of Michigan in Detroit.

“This extensive, cross-country tour offers great opportunities to test drive our all-new Dodge Dart and models from all of our brands,” said Reid Bigland, president and CEO of Dodge Brand and Head of U.S. sales. “We are bringing the showroom to you at your place of employment. Enjoy lunch, talk to our product and brand specialists, and most importantly, drive the models that make up our strongest product lineup ever.”

Nearly 22,500 people participated in last year’s road tour, and 1,115 of them took a test drive.

The 95-stop tour lands at the IAC Group in Southfield today and will continue through late October. This fun-filled, half-day event takes place at a company’s headquarters where employees eat lunch, take a test drive, talk to product specialists, learn about vehicle discount information, and get their photo taken with a Dodge Charger SRT8 Super Bee that salutes the fun-loving past of Dodge muscle cars with its legendary 392 HEMI V-8.

The tour includes build-your-own-vehicle kiosks, brand immersion centers, Uconnect in-vehicle presentations, event giveaways, and a daily grand prize. This year’s tour also features a lowered-floor Chrysler Town & Country or Dodge Grand Caravan minivan demonstrating how Chrysler Group minivans are easily adaptable to meet the transportation requirements of special-needs drivers.

In addition to a Dart, 300, and Fiat 500 models, employees also can test drive a Jeep Grand Cherokee and Ram 1500 Crew Cab. Local dealers will provide additional Chrysler Group models for test drives at each location.

The static vehicle displays will feature the Chrysler 200 and 300, Jeep Grand Cherokee and Wrangler, Dodge Dart, Challenger R/T, Charger Super Bee, Fiat 500 Abarth and Lounge, and Ram 1500.