Chrysler to Offer Saturday Service to Attract Customers
It seems Chrysler Group is nearing its target of offering Saturday service for its customers with an intention of drawing more attention from them. Pietro Gorlier — the head of the group’s Mopar brand says that at least 80 percent of its dealers are set to offer Saturday service. Gorlier also leads the parts and service operations for Chrysler and parent Fiat S.p.A. According to him, the automaker plans to develop dealer service offerings, including stand-alone drive-through oil change operations away from dealerships. It also encourages dealers to consider opening their service bays on Sunday. Chrysler says the service hours in the evening and on weekends will surely get customer satisfaction and drive sales. “We are just about hitting the 80 percent of dealers open for Saturday service, which was one of our targets to become more convenient and to attract more customers,” Gorlier said.
Meanwhile, Fiat CEO Sergio Marchionne was not happy with its dealers this year as they failed to hit the company’s customer satisfaction goals. But Chrysler changed track, and is now altering the rewards portion of its Dealer Standards program to develop customer satisfaction. As part of the changed strategy, Chrysler will offer Express Lane quick oil change service to around 800 of the 2,344 Chrysler/Dodge/Jeep/RAM dealerships. Express Lane operations include regular maintenance of the vehicle, tire replacement and light repairs on all vehicles.o
Since 2009, when Gorlier joined with the group, the Mopar brand has been working hard to expand its brand awareness. Apart from the limited-edition Mopar versions of Chrysler Group vehicles such as a Dodge Challenger, Dodge Charger, and Chrysler 300, there are efforts to enlarge customization offerings. For instance, more than 150 tailored parts will be available for the 2013 Dodge Dart that is set to be sold this month.
However, Gorlier made clear that there won’t be any attempt to go around dealers to suggest Mopar-brand parts through other retail outlets. “Our dealer network is and will remain our channel to reach the marketplace,” he added.