1. fast
affordable
easy
classy
strong
personal
nice
friendly
fresh
better
known
yours
diverse
Robert Cary
Shay-Jahen Merritté
fun
Eugene Wilson futuristic
wonderful
www.MultiLineConsulting.com funky
1 colorful

2. • 52 Years Old
• Electrician
• DIYer
WAYNE
2

3. • 48 Years Old
• Book Keeper
• Mother
LORI
3

4. • 26 Years Old
• Insurance Sales
• Loves Hip Hop
MIKE
4

5. • 17 Years Old
• High School Student
• Volunteers
BRANDI
5

6. US POPULATION AFRICAN AMERICAN
CONSUMER POWER
000,
000,
12.4%
000,
41.1 Million
Consumers1
U.S. Census Bureau, 2008 American Community Survey
1
000 2
“The African American Market in the U.S., 8th Edition” by Packaged Facts
2
6

7. 40% OF AFRICAN
AMERICANS
ARE IN THESE TEN
REGIONS
AFRICAN AMERICAN
AUTO MARKET
U.S. Census Bureau, 2008 American Community Survey
1
7

8. BETTER
KNOWN
YOURS
8

9. INDUSTRY
Level AVERAGE
Awareness 76 83 70 75
Familiarity 28 40 28 34
Positive Opinion 8 16 13 23.8
Consideration 7 12 7 13.4
Intentions 1.5 5.1 2.3 6.1
Shopping 1.7 5.7 2.3 5.3
Retail Share 0.9 3.3 1.8 5.8
THE SALES FUNNEL
GfK- Global Custom Research North America
1
9

10. BETTER
KNOWN
YOURS
INDUSTRY
Level AVERAGE
Awareness 76 83 70 75
Familiarity 28 40 28 34
Positive Opinion 8 16 13 23.8
Consideration 7 12 7 13.4
Intentions 1.5 5.1 2.3 6.1
Shopping 1.7 5.7 2.3 5.3
Retail Share 0.9 3.3 1.8 5.8
THE SALES FUNNEL
GfK- Global Custom Research North America
1
10

11. BETTER
KNOWN
YOURS
INDUSTRY
Level AVERAGE
Awareness 76 83 70 75
Familiarity 28 40 28 34
Positive Opinion 8 16 13 23.8
Consideration 7 12 7 13.4
Intentions 1.5 5.1 2.3 6.1
Shopping 1.7 5.7 2.3 5.3
Retail Share 0.9 3.3 1.8 5.8
THE SALES FUNNEL
GfK- Global Custom Research North America
1
11

12. BETTER
KNOWN
YOURS
INDUSTRY
Level AVERAGE
Awareness 76 83 70 75
Familiarity 28 40 28 34
Positive Opinion 8 16 13 23.8
Consideration 7 12 7 13.4
Intentions 1.5 5.1 2.3 6.1
Shopping 1.7 5.7 2.3 5.3
Retail Share 0.9 3.3 1.8 5.8
THE SALES FUNNEL
GfK- Global Custom Research North America
1
12

13. BETTER
KNOWN
YOURS
13

14. JD POWER 2010 INITIAL QUALITY STUDY1
INDUSTRY
AVERAGE
122 120 129 109
17 15 19 24
th th th
J.D. Power and Associates 2010 Initial Quality Study
1
14
nameplates

15. BETTER
KNOWN
YOURS
15

16. AFRICAN AMERICAN CHRYSLER FAMILIARITY1
INDUSTRY
AVERAGE
86.8 %
POSITIVE FAMILIARITY
59.8 %
POSITIVE FAMILIARITY
78 %
POSITIVE FAMILIARITY
74.5 %
POSITIVE FAMILIARITY
GfK- Global Custom Research North America
1
16

17. HOW?
TELEVISION
SOCIAL MEDIA
PARTICIPATION MARKETING
17

18. TELEVISION
FOOTBALL MEET THE BROWNS 60 MINUTES
THE SIMPSONS NCIS
1
Nielsen Media Research. Ranked by share of audience watching. Based
on live and same day viewing
18

19. PRODUCT LINEUP
Dodge Caliber Jeep Patriot Chrysler Sebring Dodge Journey Dodge Nitro
Chrysler 300 Dodge Charger Dodge Challenger Dodge Caravan Ram 1500
19

20. MAKIN’ IT....
20

21. SOCIAL MEDIA
“Internet Use Demographics 2009” Quantcast
21

22. SOCIAL MEDIA
“Internet Use Demographics 2009” Quantcast
22

23. PARTICIPATION MARKETING
“Pack the Patriot”
Career Day
Homecoming
23

24. BETTER
KNOWN
YOURS
24

25. AFRICAN AMERICAN VEHICLE LINEUP
Dodge Caliber Jeep Patriot Chrysler Sebring Dodge Journey Dodge Nitro
Chrysler 300 Dodge Charger Dodge Challenger Dodge Caravan Ram 1500
25

26. PURCHASING POWER
INCOME RANGE TYPICAL PURCHASE PRICE
$ 0 $ 4,999.00 $ 0 $ 3,386.53
$ 5,000.00 $ 9,999.00 $ 3,387.21 $ 6,773.75
$ 10,000.00 $ 14,999.00 $ 6,774.42 $ 10,160.96
$ 15,000.00 $ 24,999.00 $ 10,161.63 $ 16,935.38
$ 25,000.00 $ 34,999.00 $ 16,936.06 $ 23,709.80
$ 35,000.00 $ 49,000.00 $ 23,710.48 $ 33,194.67
$ 50,000.00 $ 74,999.00 $ 33,872.11 $ 50,807.49
$ 75,000.00 $ 99,999.00 $ 50,808.17 $ 67,743.55
$ 100,000.00 $ 67,744.23
26

27. LEVERAGING MOPAR
Car Cost 20,000
$
Customization 3,000
$
Total 23,000
$
27

28. BETTER
HAPPENY-
OURS
28

29. YEAR ONE TIMELINE
Superbowl Career
Introduce the My Whip Fair
Social Media Pack the Homecoming
Washingtons
Competition Patriot Event
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN
2011 2012
29

30. EXPECTATIONS
3-6 MO
Are people talking? What are they saying?
• Looking for increase in awareness and familiarity
• Familiarity increase 1.25-3%
• Significant increase in foot traffic and test drives at dealerships, increased
internet views, growing presence in blogosphere and social media
12-18 MO
Are people buying?
• 2-3% increase in market share
• $80 million in increased MOPAR revenue
• Familiarity increases by 5%
• Increase in customers “excellent opinion”
• Capture value
36-48 MO
Sustainability and Scalability
• 14% of total auto market share
• Expand strategy to other minority groups, especially Hispanics
30

31. FINANCIAL
OVERVIEW
31

32. www.MultiLineConsulting.com
32

33. WHAT QUESTIONS DO YOUR HAVE?
33

34. WORKS CONSULTED
11. U.S. Census Bureau, 2008 American Community Survey
12. “The African American Market in the U.S., 8th Edition” by Packaged Facts
1. Are you being taken for a ride? 13. GfK- Global Custom Research North America
Marjorie Whigham-Desir 14. J.D. Power and Associates 2010 Initial Quality Study
Black Enterprise; Apr 1997; 27, 9; ProQuest Direct Complete 15. Nielsen Media Research. Ranked by share of audience watching. Based on
pg. 123 live and same day viewing
16. “Internet Use Demographics 2009” Quantcast
2. Car Buying 101
Lee Anna Jackson
Black Enterprise; Oct 2004 ; 35, 3; ProQuest Direct Complete
Pg. 195
3. Washington, Frank S: The Power of Design
Savoy 1:1 [February 2005] p. 100
Alternative Journal Title: Emerge
4. THE 40 BEST COMPANIES FOR DIVERSITY
Sonia Alleyne; Nicole Marie Richardson
Black Enterprise; Jul 2006; 36, 12; ProQuest Direct Complete
pg. 100
5. Chrysler returns to Super Bowl to advertise Dodge
http://www.usatoday.com/money/autos/2010-01-14-dodge-super-bowl_N.htm?csp=obnetwork
6. Chrysler 300 Youtube Channel
http://www.youtube.com/user/chrysler300
7. Chrysler 300 Release Myanmar Commercial
http://blogs.insideline.com/straightline/2009/12/effective-advertising-new-chrysler-300-commercial-advocates-
for-release-of-myanmar-dissident.html
8. Dodge Youtube Channel
http://www.youtube.com/dodge#p/c/F991979364CB7AFC/17/SKIQ0YWL0xs
9. Special Edition Mopar Challenger
http://content.usatoday.com/communities/driveon/post/2010/07/dodge-creates-special-editon-2010-mopar-
challenger/1
10. Proprietary Multiline Consulting Survey
34