• Jul 21, 2010
Chrysler is out to improve the company's dealer experience for consumers by sending the old Five Star program out to pasture. In its place, the smallest of the Big Three has set up Dealer Standards, which awards cold hard cash for meeting a lengthy set of goals. In contrast, the Five Star program merely handed out a few corporate perks – like pointing internet shoppers directly to winning dealers. That program had been around since 1997. According to some workers, it was something of a catch 22. You needed sales in order to meet the Five Star standard, but if you didn't get the internet leads, you didn't get the sales.
Instead of sending dealers chasing their tails, the new Dealer Standards program requires showrooms to acquire 900 of 1,000 points in a system managed by a third party every quarter. The points are tied to everything from dealership appearance to how workers handle telephone follow-ups and whether or not there are new kiosks on the showroom. As you can imagine, not all of Chrysler's dealers are thrilled about the change, even though it means some of the largest lots out there can earn up to $200,000 per quarter for hitting the gold standard. Nabbing silver still means a solid chunk of change – $120,000.

[Source: Automotive News – Sub. Req'd]


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    • 1 Second Ago
  • 12 Comments
      • 4 Years Ago
      About time. Good for Chrysler.

      The dealers that are whining are probably the same ones that don't offer free coffee, or do but the coffee machien has never been cleaned, have magazines from the 80's, and have waiting room chairs that are grease stained with torn fabric.

      Nothing worse than a good car and a crappy dealer.
      • 4 Years Ago
      Smart. Smartsmartsmart that they are gauging performance on more than sales numbers. Hopefully that will spark a change that will time well with new product intros and go a long way in rehabilitating this brand name.
        • 4 Years Ago
        Heaven forbid that the dealers are evaluated by a independent, neutral third party...
      Jim
      • 4 Years Ago
      Chrysler needs to get it's act together before it goes and try and change it's dealers. They are having the dealer's and sales people jump through hoops with some of the dumbest training I have had to in the 20 years I have been selling cars. It's getting so bad I could care less if I sell one of their units. I'm just thankful we sell more than one line.
      • 4 Years Ago
      So wait...couldn't this incentivise dealers to bribe and pay kickbacks to the "third party" to earn the 900 of 1000 points? Rewards of $120,000 to $200,000 is a good chunk of change.
        • 4 Years Ago
        There was an article a year or so ago... some dealers would bribe customers for good reviews. Bribes were as simple as free oil changes or free car washes. Any system can be abused, let's just hope that Chrysler puts in penalties for the 3rd party taking bribes.
      • 4 Years Ago
      "Chasing their tales"

      Really, guys? REALLY? If you can't proofread, hire someone to do it for you.
        • 4 Years Ago
        I know! It's absolutely ridiculous that a webpage with this kind of following can't get stuff like that right!
      • 4 Years Ago
      Chrysler can call their new program Dealer Standards or whatever they want. Or copy whoever they like. If this will be an improvement of the previous program, then so be it. The bottom line is customers want to be treated fairly and respectfully when they visit any dealership. And not just at the 'point-of-sale' when purchasing a vehicle. But also when you bring the thing back for servicing.

      It's easy to smile and grin and put your best foot forward when you're trying to get folks to sign on the dotted line. That's always been the norm, regardless of what business you're in. The true tale-of-the-tape comes after the sale is made and does the dealership partner with the customer to resolve issues and acknowledge their appreciation for having the customer's business.
      • 4 Years Ago
      THIS IS FORDS BLUE OVAL PROGRAM!!!!! IF YA CAN'T BEAT EM COPY THEM!!!
      • 4 Years Ago
      This definitely sounds like a good move for Chrysler, I just wonder if smaller dealers will get some leniancy due to smaller budgets