Creation of the ‘Fid 5 ans’ loyalty programme based on clients’ expectations according to the life cycle of their vehicles. Each stage of the client-vehicle relation is marked by a special communication event and a service proposal.

Each mailing is based on a strong idea and responds to specific customer requirements for pleasure, comfort, safety and efficiency: • Pleasure: - A welcome pack sent within three months following the purchase to plunge the client into the brand universe.

- The Freedom magazine is sent three times a year to inform clients of the brand’s life and news. - VIP invitations sent out throughout the year to allow clients to take part in events at which Chrysler is a partner.• Comfort: ‘Don’t be tense’ - Mailing No.1 sent in month 9.

The offer: Give clients several options for organising the servicing of their vehicles.

Illustrate in concrete terms that the Chrysler extended warranty is the best solution to cover all maintenance needs. Thanks to a card that can be used at all dealerships, clients enjoy privileged treatment and 100% coverage for all repairs/technical work detailed in their contract.

• Safety: ‘Say 42’ - Mailing No.2 sent in month 36.

The offer: a free 42-point service carried out by the dealership. Use a medical symbol to underline the thoroughness and professionalism of the dealerships and use the ‘dites 33’ expression (a term that French doctors ask their patients to repeat when making a diagnosis) to enhance the value of the offer.

• Efficiency: ‘To get over the obstacle … Pass the relay!’ - Mailing No.3 sent in month 46.The offer: for €62 Chrysler takes charge of the vehicle and guarantees its MOT certificate.

The image and vocabulary of a hurdle race are used to express the restricting aspect of the MOT test and to underpin the customer advantages gained by the offer.

This programme was only launched in September 2002. It is still too early to gauge results. However, 98% of dealerships are implementing the programme. With each mailshot, they re-contact their clients and expand the database. A customer loyalty manager has also been appointed in each dealership.