July 20th, 2011

TO:

Alberta Dealers
Please Distribute to your Sales Manager(s) and Retail Sales Consultants

SUBJECT: The Ultimate Van Sales Event August 2011 The Western Business Center and with the help of the Alberta Dealers are pleased to propose the Upgrade Your Van Experience Sales Event from August 12th through August 19th. Backing this event will be a solid marketing campaign that will attract potential minivan buyers, support the Ultimate Family Experience program, and generate new customer contacts for your internal sales database. Rally your Sales Team today!!! We will be giving away one new 2011 Ultimate Family Experience Grand Caravan to a lucky customer! THE ULTIMATE VAN PROGRAM DETAILS PROGRAM PERIOD August 12th August 19th, 2011 (Reported and Delivery Date) ELIGIBLE TYPE OF SALE Retail Type of Sale 1 or E ELIGIBLE DEALERS The following 11 Alberta dealers who agree to abide by the Official Program Rules The Ultimate Van Sales Event. 1. 2. 3. 4. 5. 6. Derrick Dodge C8600 Grande Prairie Chrysler C8034 Southside C8253 Capital Chrysler C8524 Crosstown C8552 Grove Dodge C8547 7. Great West C9827 8. Bonnyville/Cold Lake -C8541 9. Pioneer C3804 10. Williams Chrysler C8542 11. Sherwood Dodge C8051

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MINIVAN CONQUEST ELEMENT Each dealer will participate in an ultra creative lead driving flyer through Absolute Results within their own respective sales locale. Dealers will generate leads through the names collected from the lead driving flyers website caption page. Each dealer flyer will have a unique ID code that the customer must enter for tracking purposes. The primary objective of the conquest letter is to generate conquest sales from both consumers considering the purchase of an off-make minivan as well as from previous Grand Caravan owners. Conquesting new customers will be the primary focus of this event.

MINIVAN LOYALTY ELEMENT Each dealer will host a two-day by invitation only The Ultimate Van Sales Event on August 17th/18th with Absolute Results, targeted solely on van owners. The number of invitations sent will depend on the number of van customers in your database. It is not recommended that dealers actively solicit owners of Ram trucks, Jeeps, or other models during this event. This is Caravan Event only. 2011 ULTIMATE FAMILY EXPERIENCE GRAND CARAVAN GIVEAWAY Customers can Win the Ultimate Family Experience Grand Caravan by entering submitting a short survey at www.TheUltimateVan.com (no purchase necessary) between August 12th and August 19th, 2011 Customers who purchase a New 2010 or 2011 during this week long event will be automatically entered to win an Ultimate Family Experience Grand Caravan. Customer who do not purchase during the event will be required to enter the contest through the www.TheUltimateVan.com website. Giveaway van is a RTKH53 29G+NAS+AT1+AAY+AAJ+AAA+3YF Dealers participation for the van giveaway will be $2,450 PER DEALER in order to cover the cost of the Ultimate Family Van. No Dealership Employee will be eligible to win. PROGRAM LOGISTICS Every Dealer will write a cheque for $2,450 made out to Alberta Dealer Advertising Association & please mail courier to: Chrysler Canada Inc., Suite 200 Southland Plaza, 10201 Southport Road SW, Calgary AB, T2W 4X9, Attention: Mike Stanhope All cheques need to be received in the WBC office no later than August 9th, 2011

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LEAD GENERATION WEBSITE The ultra creative lead driving flyer and dealers own marketing initiatives will direct potential customers towards the following website domain:

www.TheUltimateVan.com
Once logged in, the user has the ability to view features/benefits of the 2011 Grand Caravan, insert their information in a short survey, enter to win a new 2011 Ultimate Family Experience Grand Caravan and print off a Consumer Cash and DVD Bonus Cash certificate for the current factory incentives. Upon completion their information will be available as a lead for the corresponding dealer to book for an appointment or follow up for a future event. Shortly after the event is completed on August 19th the WBC will draw a random customer from the leads generated on www.TheUltimateVan.com and will award that customer the new 2011 Ultimate Family Experience Grand Caravan. The winning recipient will receive the van from the dealer who generated the winners lead. The dealer will then sell the van (see calculation below) to the winner and receive the $26,950 dealer contribution money coming from the Alberta DAA to cover the cost of the transaction.

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CHRYSLER CANADA INC. SUPPORT MERCHANDISING/CO-OP/BONUS CASH SUPPORT Every new vehicle reported sold and delivered from August 12th-19th will qualify for $200 in bonus cash (with limited exceptions). Dealers will have $6,000 in co-op allowance to support advertising during the entire month of August. Chrysler will contribute 1/3rd of the cost of the conquest flyer drop in merchandising funds (up to $3,000). Dealers will receive $3,000 in merchandising funds for hosting the private sale. Note

Every new vehicle delivered will count for $200 in bonus cash, not just Minivans!

If, in Chrysler Canada's sole opinion, the sale of a vehicle or part violates the terms of the Sales and Service Agreement or any Chrysler Canada program rules or policies, Chrysler Canada reserves the right to exclude the sale from the dealership's entitlement, charge back any monies paid, and revoke any benefits received under this Program. Chrysler Canada may, at any time, revoke and/or amend the Program without incurring any further obligation. Good selling in August! Chrysler Canada Justin Pambrun District Sales Manager Paul Edmunds WBC Operations Manager

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Please sign the bottom of this form indicating your acceptance of the following four components and fax back to 403-299-2922 before Friday July 22nd at the COB.
MINIVAN CONQUEST ELEMENT Each dealer will participate in an ultra creative lead driving flyer through Absolute Results within their own respective sales locale. Dealers will generate leads through the names collected from the lead driving flyers website caption page. Each dealer flyer will have a unique ID code that the customer must enter for tracking purposes. MINIVAN LOYALTY ELEMENT Each dealer will host a two-day by invitation only The Ultimate Van Sales Event on August 17th/18th with Absolute Results, targeted solely on van owners. 2011 ULTIMATE FAMILY EXPERIENCE GRAND CARAVAN GIVEAWAY Customers can Win the Ultimate Family Experience Grand Caravan by entering submitting a short survey at www.TheUltimateVan.com (no purchase necessary) between August 12th and August 19th, 2011 Customers who purchase a New 2010 or 2011 during this week long event will be automatically entered to win an Ultimate Family Experience Grand Caravan. Customer who do not purchase during the event will be required to enter the contest through the www.TheUltimateVan.com website. Giveaway van is a RTKH53 29G+NAS+AT1+AAY+AAJ+AAA+3YF Dealers participation for the van giveaway will be $2,450 PER DEALER in order to cover the cost of the Ultimate Family Van. No Dealership Employee will be eligible to win. Shortly after the event is completed on August 19th the WBC will draw a random customer from the leads generated on www.TheUltimateVan.com and will award that customer the new 2011 Ultimate Family Experience Grand Caravan. The winning recipient will receive the van from the dealer who generated the winners lead. The dealer will then sell the van to the winner and receive the $26,950 dealer contribution money coming from the Alberta DAA to cover the cost of the transaction. PROGRAM LOGISTICS Every Dealer will write a cheque for $2,450 made out to Alberta Dealer Advertising Association & please mail courier to: Chrysler Canada Inc., Suite 200 Southland Plaza, 10201 Southport Road SW, Calgary AB, T2W 4X9, Attention: Mike Stanhope All cheques need to be received in the WBC office no later than August 9th, 2011

I agree to abide by the Official Program Rules The Ultimate Van Sales Event

Dealer Name: ________________________ Dealer Code: _____________________________

Date: ______________________________ Dealer Signature: ___________________________

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