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JAYCEES TO TEST DRIVE NEON

 HIGHLAND PARK, Mich., Oct. 28 /PRNewswire/ -- Traditional advertising may not reach a skeptical Generation X, but Chrysler Corporation (NYSE: C) hopes joining forces with The U.S. Junior Chamber of Commerce will bring attention to its newest car, the Dodge and Plymouth Neon.
 Chrysler will conduct Neon demonstration drives and support fund- raising efforts for 300 chapters in 1994, advertise in the Jaycees Magazine, do direct mail programs to Jaycees, and display Neons at the Junior Chamber's annual meeting and local chapter meetings.
 Chrysler will also sponsor the U.S. Junior Chamber's national Ten Outstanding Young Americans Awards Congress, which recognizes individuals between the ages of 21 and 39 who make outstanding contributions in areas such as education, social service and politics. Past winners include John F. Kennedy, Elvis Presley, Howard Hughes and President Bill Clinton, who was recognized in 1979 when he was a 32-year-old governor of Arkansas.
 "Generation X is fundamentally different from its predecessor 'boomer' generation," said Arthur C. "Bud" Liebler, Chrysler's vice president of Marketing and Communications. "They have less desire for show and materialism and much more emphasis on being pragmatic and realistic.
 "Their beliefs are diverse, as with any large group, but our research indicates they are not shying away from their social responsibility. They want to get involved and the Jaycees have a long history of supporting community programs."
 The Neon, described as a "fun to drive, personality-filled, affordable sedan for a whole new generation of buyers," will go on sale in January.
 "We are very pleased and excited about our new relationship with Chrysler," said Jaycees President Matt Shapiro. "Not only do the demographics of the campaign closely match that of our membership, Chrysler also demonstrates a strong commitment to community involvement that is characteristic of the Junior Chamber."
 The U.S. Junior Chamber of Commerce provides personal and professional development through civic involvement to men and women ages 21-39. There are some 200,000 members in 4,300 chapters across the nation. The Jaycees are involved in projects ranging from fund-raising to support camps for handicapped children to providing disaster relief to supporting environmental education in the public schools.
 -0- 10/28/93
 /CONTACT: Scott Fosgard of Chrysler, 313-252-5781/
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CO: Chrysler Corporation; U.S. Junior Chamber of Commerce; Jaycees ST: Michigan IN: AUT SU:

SB -- DE028 -- 8004 10/28/93 14:04 EDT
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Publication:PR Newswire
Date:Oct 28, 1993
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