• Brandweek, Tuesday, May 27, 2008 9:30 AM

As the price at the pump exceeds $4 a gallon in some areas of the U.S., a handful of savvy car manufacturers are trying to stimulate sales by offering to ease the pain for potential customers. Chrysler, Suzuki and Kia are all now running programs that center on cheaper gas for new owners.

Consumers seem to like the idea. Chrysler-which is promising new customers gas at $2.99 a gallon for the first three years they own their car-reports showroom traffic up 10% to 20% in some regions; Web site activity is up 25%.

"Gas is a high selling point now, and you see everyone using mileage claims in their message," said one automotive industry exec. "Marketing with that in mind is where the industry is right now."

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