AutoNation Surprises Family On National Television

We reported previously that AutoNation is pulling out all the stops in order to celebrate selling their 10 million vehicles. The company has planned a drawing as well as various smaller prizes, which include free vehicles giveaways. While our other report told you this was going to happen, AutoNation just gave away a free vehicle in Florida.

The story of the free vehicle begins with Daisy Gomez. Her daughter, Nicole Gomez, was about to graduate high school and she wanted to get her a gift. As is the case with many adult car shoppers right now, that gift is a new car. Daisy purchased a new vehicle for her daughter who was about to graduate from G. Holmes Braddock High School in Miami, FL. Daisy picked out a new white Jeep for her daughter at the AutoNation Chrysler Dodge Jeep in Pembrooke Pines, Florida. Gomez purchased the vehicle during the  Memorial Day weekend and placed it in storage at the dealership awaiting the opportunity to surprise her daughter. That’s when Mike Jackson, the CEO of AutoNation surprised the Gomez family.

On a national TV segment on June 3^rd on CNBC, Daisy Gomez thought that she got to present the new vehicle to her daughter on national TV. Daisy did get to do so, quickly telling her daughter Nicole, “this is for you.” However, that wasn’t the big surprise.

Mike Jackson then said, “So Daisy you have a great American success story coming from Cuba at the age of 4 working in Healthcare for 30 years raising two great daughters. And to help us celebrate having sold our tenth millionth vehicle we’re going to give you this for free and we’re going to rip up the check you wrote that you worked so hard to earn to pay for this marvelous Jeep, so it’s on us. Here are the keys for free.” Daisy quickly replied to Jackson, “Can I hug you?”

The AutoNation promotion will include “ripping up” two more checks from customers this week who purchased new vehicles from the company at the end of May as part of their 10 million vehicle promotion. This campaign is meant to build brand awareness as well as sell more vehicles. The ad campaign has included TV commercials in 25 local markets as well as nationally on ABC and CNBC and on iHeart Radio ads.

What do you think of the AutoNation campaign? The largest dealer group in the USA is looking to get even larger through this 20 million dollar campaign. Do think any dealer group will be able to grow large enough to become larger than AutoNation? Finally, what do you think about dealer groups giving away large prizes such as cars and even cash?