DaimlerChrysler puts on driving programs for consumers
OTTAWA, Ont: In an effort to get more prospective consumers into its nine new products, DaimlerChrysler Canada is setting up public test drive programs at nine cities across Canada this summer.
Essentially, the Gold Medal tour will be like an auto show for one company's products that consumers will be able to drive. It's free and open to just about anyone with a valid driver's license.
Overall, the marketing hoo-hah is kept to a minimum, and there are no sales people on hand.
The Gold Medal tour started off in Halifax in early May and then came here to the nation's capital in mid-month, with visits to Montreal, Toronto, Mississauga, Winnipeg, Vancouver, Edmonton and Calgary still to come.
People who attend get to drive nine Chrysler, Jeep and Dodge vehicles, including the all-new Chrysler 300C HEMI sedan, Dodge Magnum wagon, Jeep TJ Unlimited, Chrysler Crossfire Roadster, Chrysler PT Cruiser Convertible, Dodge Grand Caravan/Chrysler Town & Country with Stow 'n Go seating on three distinct and specially designed road courses that simulate a variety of driving conditions.
There will also be what DaimlerChrysler Canada's Pearl Davies calls a ''thrill ride,'' in which trained drivers take visitors around a short course in Dodge Vipers, Ram pickups, and SRT-4 performance sedans.
Essentially, the consumer registers in advance at www.goldmedaltour.ca or 1-800-526-3561 and arranges a time to take part while the show is in their city. The Ottawa visit proved that it's also possible to walk up and take part, but that may not hold true if too many people pre-register.
Davies said the company is expecting several thousand visitors at each event, based upon their popularity in Halifax and Ottawa.
The event starts with a short dissertation on the products and the methodology of the event itself. The audience is then broken up into groups and goes to an assigned station, but eventually everyone gets to all of the different attractions.
There are the inevitable short lineups, of course, but Davies figures the average person can take in the whole event in about two hours. People that I watched taking part in the Ottawa event seemed to be enjoying themselves immensely, and it wasn't uncommon for them to get in line for a second go with various cars.
Product ''ambassadors'' were on hand to explain and demonstrate the dynamics of all Chrysler, Jeep and Dodge vehicles to answer product-related questions, but they were extremely low-key and no one I spoke to felt pressured in any way.
The remaining events are their locations are as follows:
- Montreal (PMG Blainville) from June 3-6
- Toronto (Downsview Park) from June 10-13
- Mississauga (Hershey Centre) from June 17-20
- Winnipeg (Canada Inns) from June 25-27
- Vancouver (Boundary Bay Ctr.) from July 8-11
- Edmonton (Budweiser Park) from July 15-18
- Calgary (Spruce Meadows) from July 22-25