New Chrysler auto incentives delayed

Cars that wrecked Chrysler

Chrysler was king of the hill with its 300 series just a few years ago. Oh how the mighty have fallen.

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NEW YORK (CNNMoney.com) -- Chrysler has delayed the introduction of a new incentive program intended to boost sales, citing the need for more time to communicate with dealers. The plan is now expected early Wednesday, a day later than initially expected.

Meanwhile, Chrysler's current "Employee Pricing Plus Plus" incentive program will be extended. That program combines cash rebates with price reductions and cut-rate financing for qualified customers.

The new sales program is expected to rely heavily on giving dealers cash incentives, which means that customers will see big price reductions at the dealership, said Jessica Caldwell, an industry analyst with the automotive Web site Edmunds.com.

Dealer incentives give auto dealers extra cash that can, in turn, be used to offset price reductions negotiated with customers. Dealer cash incentives are more subtle than straight cash rebates, so they aren't as damaging to a car brand's image and they don't reduce resale value of cars the way more straightforward customer rebates do.

But incentive money for dealers will likely be paired with limited customer rebates as well, Caldwell said. The carmaker announced in a conference call last week that the incentive plan would include some "loyalty" incentives for returning Chrysler, Dodge and Jeep buyers.

Chrysler has been the biggest spender among all auto manufacturers on incentives in the U.S. market. Last month, Chrysler spent $4,288 per vehicle on incentives.

The next highest spender was General Motors, which is also undergoing a government-driven restructuring and risks bankruptcy later this month. GM spent $4,063 per sale.

Despite the incentive spending, Chrysler sales were down 48% last month compared to April 2008. Reduced fleet sales were a big part of the drop, the carmaker said.

Chrysler will probably not follow the lead of GM (GM, Fortune 500) and Ford (F, Fortune 500) by offering payment protection to buyers who might lose their jobs, Chrysler vice president of sales Steve Landry said during last week's conference call. Those sorts of incentives didn't seem to be working well for other automakers, he said.

There have been conflicting reports of the impact of Chrysler's bankruptcy on sales. Some dealers reported empty showrooms over the weekend and others higher-than-normal customer traffic.

Not everyone sees bankruptcy as a disaster for Chrysler sales. Some customers are optimistic, focusing more on the possibility of a Fiat deal and on the fact that Chrysler isn't going out of business, said Scott Painter, chief executive of Zag.com, an automotive buying service provider, and Truecar.com, an auto pricing Web site.

Interest in Chrysler, Dodge and Jeep products has actually gone up, he said.

Analysts for Edmunds.com have also seen increased interest in Chrysler products since the bankruptcy announcement. Purchase intent for Chrysler's products has gone up 15%, Edmunds.com said in announcement.

Pessimism, not optimism, may be driving the new interest said Michelle Krebs, editor for Edmunds.com's AutoObserver.com news Web site.

"Maybe the Chrysler bankruptcy announcement attracted the bargain shoppers, who may think a bankruptcy is the same as liquidation with price-busting clearance sales," Krebs said.

Chrysler rolled out a new print advertising campaign over the weekend aimed at reassuring customers that the carmaker will not be going away anytime soon.

Over the tagline "Come see what we're building for you," the ad describes Chrysler's planned relationship with Fiat and points out that the carmaker's warranties are now backed by the federal government.