• Ad Age, Friday, June 23, 2006 11:30 AM

Chrysler Group, faced with a pressing need to make room for new 2007 models, is bringing back its popular employee discount program in order to reduce inventory at dealerships. The tactic was used last July when the carmaker launched its "Employee Pricing Plus" program and supported it with TV ads featuring former Chairman Lee Iacocca in separate executions with actor Jason Alexander and rapper Snoop Dogg. The initiative was created a month after rival General Motors began the trend with its own successful employee discount program. The new effort is expected to be supported with TV spots starring Dieter Zetsche, who was promoted last September from Chrysler Group president-CEO to global chairman of Germany's DaimlerChrysler management board. The plan is for Zetsche to tout the fuel efficiency of Chrysler, Jeep and Dodge models along with their German engineering. The company will also offer buyers a 30-day return-policy guarantee, according to dealers.

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