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CLOUD LOOMS FOR IMPORTS CIRRUS AIMS DATABASE AT CAMRY, ALTIMA, ACCORD

Published on .

Chrysler's Cirrus is unabashedly trying to snatch away buyers of Japanese cars, and the U.S. automaker is using a highly sophisticated database marketing effort to do it.

The program matches car registration information with subscription lists from Time Warner's Time, Sports Illustrated, Money and Life. Owners of 4-year-old and newer Honda Accords, Toyota Camrys and Nissan Altimas will get a Cirrus insert in their November issues of the magazines.

The program will help kick off an estimated $90 million marketing effort for Cirrus, which goes on sale in October, and the Dodge Stratus, bowing early next year.

Domestic automakers Chrysler Corp. and Ford Motor Co. are spending big and pioneering new tactics in their fight to lure young families out of Accords, Camrys and Altimas, the best-selling models for their respective brands.

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