The Chrysler Corporation recently unveiled a high tech showroom at the Mall of America in Bloomington, Minnesota, with enough visual information to overstimulate even the most fervent Mopar admirer. An interactive video wall tells the Chrysler tale in crisp public relations patter, while a Jeep Wrangler mounted on a desert-like stage bumps and shakes - providing visitors with a ride that replicates a rutted road about as well as bumper cars reproduce the experience of a demolition derby. Other displays include computer monitors with links to Chrysler's Web site, a Viper Roadster RT/10 (complete with a goofy sales pitch activated by sitting in the driver's seat), and a separate store full of Chrysler accessories. Manager Bruce Schmidt says the exhibit tallied 40,000 visitors its inaugural week. "It's been fantastically well received," he says. "People like it because they can come in and get product information without any pressure to buy anything."
- Frank Jossi
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Whither the Test Drive?
