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JEEP-EAGLE TO REACH CUSTOMERS THROUGH THEIR PERSONAL COMPUTERS

 HIGHLAND PARK, Mich., April 14 /PRNewswire/ -- The Jeep-Eagle Division of Chrysler Corporation (NYSE: C) is using a new tool to reach target customers for its line of cars and sport-utility vehicles -- the personal computer.
 The "Jeep and Eagle Adventure Disk" offers customers a detailed look at all of the division's products, including safety features, options and color choices; gives them a broad array of pricing information; and even includes a video game in which users can travel off-road in a Jeep(R) Grand Cherokee.
 "It's all part of our effort to reach the Jeep and Eagle buyer," said L.W. Baker, Jeep-Eagle general manager. "We're dealing with sophisticated customers who want to do extensive research on a product before making a purchase decision. We are meeting that need with the Adventure Disk -- it's packed with valuable information."
 The demographics of home computer owners lured the division to the idea of reaching them through their computers. "If you take a look at the profile of the people who use personal computers," Baker said, "it's very similar to the profiles of our target buyers, especially the Eagle Vision and Jeep Grand Cherokee."
 Jeep-Eagle found owners of personal computers tend to be college graduates, between the ages of 35 and 54, who own their own home, and 42 percent have incomes of more than $50,000.
 The Adventure Disk enables users to access information on a vehicle's power train, four-wheel-drive technology, safety features and Jeep-Eagle-sponsored programs like Tread Lightly!, which encourages responsible off-road driving.
 Users also can survey available options and choose a vehicle package that's right for them. With the built-in pricing information on the vehicles and option packages, monthly payments can be automatically calculated. The program even lets customers sample available vehicle colors on their computer screens.
 The disk also features an interactive video game, called Photoquest, in which the player is a photojournalist, assigned to photograph hard- to-find wildlife. The photographer uses a Jeep Grand Cherokee in a wide variety of terrains where a four-wheel-drive vehicle is vital.
 The disk which retails for $6.95, has been advertised in national magazines. Information and order forms are being distributed at major auto shows. It can be ordered by calling 1-800-521-0953.
 -0- 4/14/93
 /CONTACT: Scott Fosgard of Chrysler, 313-252-5781/
 (C)


CO: Chrysler Corporation; Jeep-Eagle Division ST: Michigan IN: AUT CPR SU: PDT

JG -- DE008 -- 5597 04/14/93 10:19 EDT
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Publication:PR Newswire
Date:Apr 14, 1993
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