Chrysler Unveils New Models

Chrysler unveils new models

Chrysler Dealers will meet in Florida for an inside look at the new models that will be rolled out over the next few months. Almost 2500 dealers will look at new models and as well as “tweaks” on current models. According to page 55, Chrysler dealers are “intermediaries” because they buy products from the manufacturer to resell or distribute them for a profit.

Chrysler when they develop new products or improve existing products has to look at the influences of consumers. This will be the first time the dealers have met since the new CEO took over in June 2009. The attendance is expected to be 80%, which is a very high attendance. The CEO recognizes the buying process and knows that he needs buy in from the very people who will be selling the product. As listed on page 57 of the textbook, Chrysler Dealers would be classified as “influencers”. They are the ones who actually sell the product to consumers and know what consumers are looking for in a new vehicle. They are a good resource to alert the manufacturer to issues or concerns voiced by consumers. Since buying a car is a “New Task Purchase” or big-ticket-item, as described on page 56, dealers want to know where the future of the company is headed.

Chrysler will encourage dealers to have their service department open on Saturdays to provide an additional service opportunity for consumers for oil changes, repairs, or other maintenance. In this capacity, Chrysler is the “influencer” on the dealers. They can respectfully request, but not require this of the dealers.

I picked this article for a couple of reasons. One, I think it gives a perfect example of several terms in the textbook such as “New Task Purchase” and “Intermediaries”. Second, for new models to be to the point of manufacture, everyone listed in the purchasing roles on page 57 had to be involved from the point of the innovative idea, cost, delivery, engineers, and financial supervisors.

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