Chrysler Group LLC is considering expanding its successful Ram truck promotional tie-in with Detroit’s professional hockey team to other sports and cities, Fred Diaz, head of the Ram truck brand, said.
Ram sold about 3,000 of the Red Wings edition of the Ram 1500, which went on sale in November 2011, triple what the company expected, Diaz said in an interview yesterday at the New York auto show.
“It’s actually an experiment that we did with Detroit and it worked out so incredibly well, we’re looking at the possibility of doing other things with other sports,” Diaz said. “You have to have a rabid fan base. Then you have to get the rights. We’ve got our feelers out to see what could work.”
Source
Bloomberg News