Test Track at Chicago Auto Show
Date 2006/2/11 8:00:00 | Topic: Miscellaneous
This week's Chicago Auto Show marks the return of the Chrysler Indoor Test Track (previously known as the "Camp Jeep Test Track" - but now expanded to accommodate multiple Chrysler vehicles.
According to George Murphy, Chrysler Group Senior Vice President - Global Marketing:
This year we expanded Jeep ® a little bit, and some performance driving on the car side. You can only get up to 30 miles an hour but in the space you're in you think you're doing 70 so now people are going to get the thrill of going fast and stopping.
The thing we like about its consumers typically spend 7 minutes at an auto show stand, last year they spent 44 minutes, so we're basically capturing more these people's time, which you like to do. We had 63,000 test drives of which 10 percent bought a vehicle, this year our goal is to have 100,000 test drives.
If you talk to the dealers, they do see a surge coming in after the show, and with the test drives they're seeing people coming in specifically requesting a vehicle. It quickly gets them into the vehicle.
We've had a Jeep- only version in New York. This year we added one to Cleveland and Washington D.C. and probably the next one will be L.A.which moves into a new convention center in the fall, so we'll put a fairly large-scale one in there.