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DaimlerChrysler Canada has a Million Reasons Why You Should Cross-Border Shop when Buying a New Chrysler, Dodge or Jeep

DCX Canadas "You Could be a Millionaire" Promotion Offers Decent Odds of Winning

As a follow up to be the first automaker to offer an employee pricing discount campaign in Canada, a program that ran through the summer, DaimlerChrysler Canada has found a novel way to lure would-be buyers into showrooms. Capitalizing on the current excitement among Canadas lottery players - $54.3-million CAD was won late last month in British Columbias 6/49 lottery, the automaker is dangling the million dollar carrot before its customers, promising that one of them will be wealthy by the time the New Year begins.

DaimlerChrysler Canadas "You Could be a Millionaire" promotion is unique in the industry, and only time will tell if it creates enough excitement to spur on sales of new vehicles.

"You Could be a Millionaire
Buying a new Chrysler, Dodge or Jeep between November 10th and January 3rd will make one Canadian feel like a millionaire. (Photo: Trevor Hofmann, American Auto Press)
is a simple and clear promotion that directly communicates how we think our customers feel driving our newest Chrysler, Jeep or Dodge vehicles," commented Mike Accavitti, Vice President Marketing, DaimlerChrysler Canada. "I guarantee there will be one more name added to Canadas list of 450,000 millionaires before long and that person is going to be a Chrysler, Dodge or Jeep customer thanks to the You Could be a Millionaire promotion."

Getting the word out will be Canadas likeable mega star William Shatner, who currently portrays the fumbling, perverse Denny
Getting the word out will be Canadas likeable mega star William Shatner, currently portraying the fumbling, perverse Denny Crane of Boston Legal. (Photo: Boston Legal)
Crane of Boston Legal, as well as Discovery Channels "How William Shatner Changed the World", a show that details how the hit series Star Trek, in which Shatner played Captain Kirk, paved the way for technologies commonly used today. Shatner will now be featured in a humorous TV campaign, including three 30 second TV spots that will debut across Canada starting November 17, 2005.
"In order to make this campaign truly stand out, we knew our advertising needed to be memorable and funny," added Accavitti. "We are thrilled that one of Canadas most recognizable show business legends - William Shatner was available. Bill was truly excited about making one of our customers financial dreams come true with a one million dollar payout. The ads absolutely reflect his
To spice up the promotion DCX Canada will be handling out weekly cash prizes to winners who fill out an entry form at the dealership - no purchase is necessary. (Photo: DaimlerChrysler)
personal touch and wit."

The promotion runs from November 10, 2005 through to January 3, 2006, and is eligible to anyone who purchases or leases a new Chrysler, Dodge or Jeep vehicle within that time period - they will automatically be entered. Does this mean the contest is eligable to non-Canadians who choose to cross-border shop? Hmmm... that question is worth investigating.

To spice up the promotion, and create more media buzz running up to the New Year, traditionally a slow time for selling new vehicles, DaimlerChryslers Canadian division will also be handing out weekly cash prizes to winners who fill out an entry form at the dealership. For these prizes, no purchase is necessary.

So, what is a Canadian consumers odds of winning a cool million, and then buying that Chrysler 300C SRT8, Jeep Grand Cherokee SRT8, Dodge Ram Mega Cab 4x4 Cummins Diesel and Viper SRT-10 collection of their dreams? Well, if the promotion works and
If DaimlerChrysler Canada manages to maintain its 2.6 percent 2005 year-to-date gain over 2004, the chances are one in 18,629.7 that the car collection of someones dreams will become a reality. (Photo: Trevor Hofmann, American Auto Press)
DaimlerChrysler Canada manages to maintain its 2.6 percent 2005 year-to-date gain over 2004, chances are one in 18,629.7 - DCX Canada sold 186,296 vehicles in the first ten months of 2005 compared to 181,515 units during the same January 1 to October 31 period in 2004 - remember theres only just over 30 million people in a country with a land mass (mostly unlivable mind you) larger than the U.S.

While that might sound like a long shot, theyre significantly better odds than most lotteries. The Windsor, Ontario-based Canadian DCX subsidiary is hoping its promotion will win new car buyers over, and even if new customers dont win the million, that theyll end up feeling like a winner in one of its new cars, trucks or SUVs. 

Of course, the question were all asking is whether or not DaimlerChryslers U.S. division is watching Canada closely to see if this promotion is a winner before introducing it in the U.S. Cross your fingers that DCX will put on its poker face, roll the dice and introduce a similar lottery-style program south of the 49th parallel. And if its successful, expect a crap shoot of Big 3 players to join the game.
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