Auburn Hills, MI -The Jeep® brand is saying thank you to police, fire and emergency medical services (EMS) personnel across the United States with more than $200, 000 in charitable donations and a new vehicle purchase assistance program.

The new program, called Everyday Heroes, is an extension of the Jeep brand’s long-standing Military Incentive Program.  It is the first incentive of its kind for the automotive industry, the $500 cash allowance (above any other existing incentives) on the purchase or lease of a new Jeep vehicle from an authorized Jeep dealership in the United States.

Both programs recognize the important service these individuals perform every day to provide safety and security and to improve the quality of life in cities and towns across America explains Jeff Bell, Vice President, Chrysler and Jeep, Chrysler Group.  "Our goal is to provide the heroes who work so hard on our nation’s behalf with access to rugged, dependable vehicles and give them the same sense of security and reliability they give us. We applaud their efforts; it is an honor for us to be able to recognize what they do"

In addition to the incentive program, the DaimlerChrysler Fund announced major donations to several affiliated charities in support of Everyday Heroes Program. The donations, totaling $200,000, include funding for: the National Fallen Law Enforcement Officers Memorial Fund; the National Fallen Firefighters Memorial in Colorado Springs; the National Firefighters Burn Foundation; creation of a safe driving program and a safety-at-accident-scene training program for volunteer firefighters and members of the nation's emergency medical service to be administered by the International Association of Fire Chiefs; Fisher House, which provides housing to family members visiting injured or ill military service personnel.
 
The Jeep brand also created a new Advisory Board made up of military, police, fire and EMS association representatives, uniformed services advocates and former public officials to help develop the scope and nature of the Military Incentive and Everyday Heroes programs.  The Board has guided the Jeep brand to the appropriate organizations and associations to ensure broad participation, representation and consideration.  The Board also helps direct the DaimlerChrysler Fund to appropriate service related charities.

Gary Briese, Executive Director of the International Association of Fire Chiefs said, “I am grateful to see one of the leading automotive manufacturers, one whose vehicles have a proud history of service to the nation, find a way to thank and show appreciation to this country’s first responders.  In our case, the Jeep brand has also made possible a public service program that will help us raise awareness of the need for safe driving, safety at accident scenes and seatbelt use, all critical issues for our members in the Fire and Emergency Medical Service all across the country."

The Jeep brand promotes the Everyday Heroes program with a print advertising and direct mail campaign that details  the guidelines of the offer to members of the fire, law enforcement and EMS communities. Jeep brand representatives will also make appearances at key industry gatherings to bring the program directly to the memberships.
 
Only in a Jeep®
Freedom, adventure, mastery, authenticity and the capability to go anywhere are the hallmarks of the Jeep brand worldwide.  It's a reputation earned during more than six decades of SUV leadership.  Jeep brand sales are up five percent year-over-year in 2004 (through August), with four new models being introduced this year.  The Jeep Wrangler Unlimited is now available in dealerships, while the new 2005 Jeep Grand Cherokee, Jeep Liberty Renegade and Jeep Liberty Diesel launch this fall.  Jeep Trail Rated communicates the legendary Jeep capability that is designed into every Jeep 4x4.  As the brand's lineup expands, Jeep branded vehicles will continue to be what they have always been -- the most capable.

Chrysler Fund
Immediately after the tragedies of September 11, 2001 the Chrysler Foundation made a 10m contribution to Scholarship America, the fund created by former President Bill Clinton and Senator Robert Dole, to support the educational needs of all of the families who lost loved ones in the tragedies. They also donated vehicles to departments around the country who because of immediate loss or the need to respond to the growing security threats, were in dire need of rugged, durable performance vehicles.