Chrysler Goes Hollywood Premiere Route

CHICAGO Chrysler dealers across the country will host three introductory events later this month to showcase the nine new vehicles coming out this year.

The Auburn Hills, Mich., company used direct mail, owner publications and online advertising to let consumers know about the events: a “premiere night” scheduled for April 22 and two subsequent “premiere days.” Four new Chrysler vehicles will be showcased at the events: the Chrysler 300, the Town & Country minivan, the PT Cruiser convertible and the Pacifica.

” ‘Premiere Night/Days’ events are designed to look and feel like a Hollywood premiere with the vehicles serving as the ‘stars,’ ” said Gary Dilts, senior vice president of sales, Chrysler Group, in a statement. “It is an opportunity for us to showcase all of our new vehicles under one roof at the same time, reinforcing the fact that the Chrysler Group has some of the most stylish, innovative and affordable products in the marketplace today.”

DaimlerChrysler’s Dodge division plans similar events in June, and Jeep will host premieres in the fall, according to the company.