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MONROE — Monroe car dealer Ralph Mahalak, Jr., is slapping a big guarantee on two Chrysler products, promising to give buyers back their full purchase price in trade for more than a year.
Anyone who buys a new Dodge Dart or Jeep Wrangler at the Monroe Dodge Chrysler Jeep Superstore during the weeklong promotion has a standing offer to get 100 percent of their purchase price toward a new car trade through the end of 2013, as long as the vehicle has less than 10,000 miles.
The promotion runs through the end of the day Saturday.
“We’re doing it because we want to launch the new Dart,” Mr. Mahalak said Tuesday. “The engines are built right here in Monroe County in Dundee. We also want to support the Wrangler, which is built in Toledo.”
Chrysler began selling the Dart on a limited basis in June and has ramped up availability since then. In September, Chrysler sold 5,235 Darts, though sales have been somewhat stronger outside the Midwest.
The Dart’s four-cylinder engine is built at the Dundee Engine Plant.
The Wrangler has been selling well everywhere. Sales of the sport utility vehicle were up 18 percent through September to 108,477, and the Wrangler has risen to be Chrysler Group LLC’s No. 3 seller behind the Ram pickup and the Jeep Grand Cherokee.
Mr. Mahalak thinks there’s still an uncaptured market of buyers who lust for a Wrangler but have held back because of preconceptions about the model’s sensibilities as an everyday car. Chrysler has taken strides recently to improve the Wrangler’s interior, ride quality, and fuel economy, and expanded its option list.
“People can drive this as a commuter vehicle now as maybe they couldn’t in years past,” he said. “You can get a Wrangler, and six months or nine months from now if you think you need to get something more practical, no problem.”
It’s also no problem for the dealership. Wranglers hold their value very well, earning the No. 1 spot in Kelley Blue Book’s 2012 resale value awards. The auto pricing service said the 2012 Wrangler should hold 68 percent of its value after three years and 55 percent of its value after five years. The guide didn’t give a one-year valuation.
Mr. Mahalak also said the deal would allow him to be among the first offering used Dodge Darts.
Though Mr. Mahalak thinks the promotion is a slam-dunk, he admits he's been a bit disappointed by the reaction halfway in.
“I don’t think people believe or understand the ad,” he said.
The deal applies to both cash and financed purchases.
Contact Tyrel Linkhorn at: email@example.com or 419-724-6134.