4.5 PCSR 11-13-2012 - Laserfiche WebLink

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EXHIE31-1- H 111.1 111.1 Chrysler Group LLC Denver Business Center August 18, 2011 Mr. Scott Powell Elk River Chrysler Incorporated Elk River, MN 55330 Subject: Signage Dear Mr. Powell. I enjoyed meeting with you and Mr. Rohlf on August 10, 2011. It is exciting to see your plans for the new facility that will represent our Chrysler, Dodge, Jeep, and Ram brands extremely well to your customers and the community! Your dedication to providing an excellent facility and dedication to customer service is admirable. I know you have been involved in the community for a long time and have an excellent reputation. The purpose of this letter is to communicate the critical nature of having our corporate signage prominently displayed at your dealership in Elk River. Per your dealer agreement, it is required that you have corporate signage displayed that includes both a brand sign and badges on the building. As with all manufacturers, the proper signage is extremely important to the customers that you serve as a franchised dealer to let them know in a very clear, easy to observe way that you are in business to serve them. Without proper signage, the franchised dealer can suffer from severe hardship, lost service, and be put in a competitive disadvantage. The customers have a difficult time finding the place of business and are also inconvenienced. Chrysler also has a Dealer Standards program that rewards dealers that have remodeled their facilities to better serve their customers and have a better presence in the community. Without the correct signage, Elk River would suffer financially by being penalized in this program due to unacceptable signage. With the required signage, they will be able to earn significant financial rewards that will allow them to be a stronger and more viable business in the community.