It’s no secret that wives and moms hold the purse strings when it comes to new vehicle shopping. Oftentimes, that means a guy’s chances of getting or keeping a sports car are practically nil once he becomes a family man.
As a mom or mom-to-be, it means you’re probably shuffling through mounds of safety ratings and vehicle reviews, pretty much frantic to see which vehicle can accommodate two baby seats, strollers, and the artillery of other supplies. Chrysler wants to help make that easier—and at least infiltrate the influential sites moms already use.
Partnering with BabyCenter, Chrysler is now using the largest mom site on the internet to espouse the virtues of the 2012 Chrysler Town & Country minivan. If that sounds like subliminal marketing, if not a crafty PR strategy to you, you’re not alone. It’s not a bad way to go if one of your best sellers is the rolling manifestation of parenthood and you need to reach an audience that is devoted to it.
Of note, Chrysler will be offering a car seat tool that will help clear up the appropriate seat based on a child’s age, height, and weight. It’ll also provide links on how to properly install a child seat. Further, Chrysler is exploiting the all-important weapon in peer influencers: The mommy blogger.
That’s right, it’s giving Chrysler Town & Country minivans to those who live and breathe knowledge of kids to use for a week at a time, allowing the moms to write about them for BabyCenter and other online publications. It will be featured on BabyCenter’s Facebook and Twitter feeds in case you’re not sure where to look for minivan happenings.
Despite the “swagger wagons,” “man vans,” and “sport vans,” the minivan has never been a particularly sexy vehicle. It’s one that’s most often bought out of necessity for something safe, reliable, and able to engulf cargo without sacrificing too much fuel efficiency when compared to a normal midsize car.
Chrysler has always dominated minivan sales when sales of the Town & Country are combined with the similar Dodge Grand Caravan. This partnership with the Goliath that is BabyCenter, looks like some serious trench warfare to gain an even bigger lead.