Chrysler Minivans: The new originals. The launch of the 1996 NS series.
Neale Halliday, Jack Daley, Bill Newbery and Neil McOstrich, Institute of Communication Agencies, Grand Prix, Canadian Advertising Success Stories, 1997
This paper describes the launch year of the new generation of Chrysler Minivans - the 1996 NS Series.
This paper describes the launch year of the new generation of Chrysler Minivans - the 1996 NS Series. It shows how advertising directly generated sales and profitability for Chrysler Canada and its dealer network. The NS series was launched into a market with overall sales down 6% and minivan sales down 2.5%. The results were unprecedented with the NS delivering +26% in unit sales, with a further +15% in average selling price. This meant that dollar sales were up 45%, against stiff competition and in a stagnant economy.