Chrysler Offers More Cash for Clunkers

Program Will Double What Buyers Can Get From Government for Their Old Cars

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DETROIT (AdAge.com) -- How much is your old car worth? Chrysler Group thinks up to $9,000.

As part of a new incentive program tied to Uncle Sam's upcoming "Cash for Clunkers" program, the automaker will begin running ads tomorrow themed "Double Cash for Your Old Car." The push offers all buyers of most 2009-model Dodge, Chrysler and Jeep models a cash incentive of $4,500 or zero-percent financing for 72 months via GMAC Financial Services.

That's on top of an incentive of between $3,500 and $4,500 for buyers whose trade-in vehicle qualifies for the government's Car Allowance Rebate Systems program, more commonly known as "Cash for Clunkers." The CARS program is aimed at getting fuel-inefficient cars and trucks off the road.

BBDO Detroit, Troy, Mich., created TV spots featuring all three brands, along with separate commercials for Dodge and Chrysler/Jeep, plus newspaper and radio ads.

"Everyone shopping for a new car or truck qualifies for an incentive of up to $4,500, even if they don't have a vehicle that qualifies under the U.S. government's program," said Steven Beahm, VP-sales operations at the automaker.

The offer runs through Aug. 31 and covers 35 Chrysler Group models.

The automaker's new-vehicle sales have suffered this year in the very public eye of negative news about its trip to bankruptcy court. Chrysler Group sold 471,197 new vehicles in the U.S. in the first half of 2009, some 45.7% fewer than the same period a year ago.

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