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Dealers Like The Sales Message In Upcoming Chrysler Ads

Bradford Wernle reports that Chrysler Group's new dealer council likes the ads it got a sneak peek at in Orlando last week after the National Automobile Dealers Association convention. They reportedly focus more on selling cars and less on brand building.

"The current stuff we're running now is good," says Eric Nielsen, newly elected chairman of the Chrysler National Dealer Council whose dealerships are in New Jersey. "I think it gets better with the stuff dealers were shown in Orlando."

Wernle writes that the dealers are adjusting other things besides a new management team that's devoted more to "brand building than metal moving," including a new ordering system. Dealers used to a month's lead-time now must place orders in February for April production. "This company is committed to keeping supply down," says Nielsen. "It's a learning curve."

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