The Chrysler Group brought its ride-and-drive expertise to bear on its entire family of brands and created what it called the Ultimate Ride and Drive Experience for show goers at the Los Angeles Auto Show, which ended Sunday, Nov. 27. The experience enabled consumers to get behind the wheel and experience Chrysler, Dodge, Jeep, Ram Truck and Fiat vehicles first hand, all together in a course designed to show off each brand’s key features. The route was set up in and around the Los Angeles Convention Center area. The activation was a no-pressure environment, with no direct sales contact, but interested consumers were invited to take test drives and ask questions from product specialists on site. The vehicles available for a test run included: Chrysler 300, Chrysler 200, Jeep Grand Cherokee, Jeep Wrangler, Dodge Challenger, Dodge Charger, Dodge Journey, Ram 1500, Fiat 500 and Fiat 500 Cabrio.
“This is a unique experience for consumers because it allows them the opportunity to experience all of the Chrysler Group brands—Chrysler, Dodge, Jeep, Ram and Fiat—in one easy and convenient location,” Phil Bockhorn, senior manager–shows and events at Chrysler Group, told Buzz. “Most auto show experiences enable attendees the opportunity to look at or sit inside a vehicle. For us the ideal consumer experience is their realization that Chrysler Group brands have truly achieved world-class status in terms of quality, technology, value and fun-to-drive performance.”