Consumers can choose between 0% financing for 60 months or a cash rebate on all of the auto maker's vehicles starting Friday and ending Jan. 4. There are also free equipment upgrade options—such as the installation of a DVD player or all-wheel drive—on some models.
The incentives highlight the reality new Chief Executive Sergio Marchionne finds himself in as he attempts to revive the third-largest U.S.-based auto maker. Mr. Marchionne, who is also CEO of Fiat SpA, told reporters just over two weeks ago that he wanted to reduce Chrysler's reliance on discounts.
However, auto makers aren't ready to abandon discounts as they still face a slow economic recovery. Chrysler is facing the hardest challenge to generate sales as its filing for bankruptcy protection and its subsequent change in ownership to Fiat may have kept consumers away from showrooms.
Chrysler didn't release its five-year survival plan until November, although the company exited bankruptcy protection in June. This year's sales of its vehicles have fallen 39% through Oct. 31.
The latest offer, called the "Year-end Wrap-up," includes $3,000 cash back or 0% on Chrysler brand vehicles and a no-cost service program for three years or 36,000 miles. Chrysler Town & Country minivan buyers will also receive a free installed DVD player.
The Jeep brand offer $4,500 cash back or 0% and the same free service program as Chrysler.
Dodge cars offers $2,500 cash back or 0% and a free all-wheel drive upgrade on a Dodge Charger.
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