Chrysler $2.99 Fuel Guarantee – What’s under the hood of the offer
By Rajesh Setty on Tue 20 May 2008, 10:15 AM – 3 Comments
I love it when companies come up with offers that are “timely”. Chrysler’s “Let’s Refuel America” campaign is one such example.
Here are two options:
Option 1:
Buy a car and you get back up to a maximum of $600 per year for next three years.
Option 2:
How about a guarantee of $2.99 per gallon for the next three years
Sort of fine print:
* Only for 87 Octane fuel
* Upto 12,000 miles per year
If you used Option 1, it won’t make news and it is not “advertising worthy”. But if you use Option 2, you can get people to talk about it.
As a consumer what you are getting is “Option 1″ but explained to you as something compelling via the narrative of “Option 2″
I am not saying the offer is good or bad – it is up to the the consumers to decide. My goal is to open the hood and see what is the “real” offer.
Have a great week ahead!
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3 Comments so far, Add Yours
Rajesh Setty on May 21st, 2008
Thank you Vijay. This is precisely the kind of thinking that Chrysler wants from people. So it is working (at least for you) 
Best,
Raj
bharat on June 4th, 2008
I like your blog
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Vijay on May 20th, 2008
Let us take the average Oct 87 fuel price over three years to be about $5. You save $3 for gallon of fuel. One gallon can go upto 15 miles (conservative price estimate). So you can fill 800 gallons / year. So each year, you can save upto $1600 dollars. The maximum savings is much better than the cash back offer. And if you are driving 5000 miles a year which any american does, it is a good offer. Considering the crude price hike, option 2 is anyday better than option 1 (unless further conditions apply)