While 2005 was the biggest year for the promotion, it has since been used several times, like during the automotive industry crisis of 2008 to stimulate sales.
Characterized by generous incentives combined with rebates on most Chrysler, Dodge, and Jeep models, Chrysler claims their offer bests those "employee discount" prices offered by General Motors or Ford Motor Company.
Lee Iacocca is the celebrity spokesman for the campaign; he appears in summer 2005 ads with Jason Alexander, Snoop Dogg, and his granddaughter.
According to its TV ads and website, the world's first employee pricing program for customers was instituted by The Brick, a Canadian furniture store.
The discounted prices however do not impact profits much, as the margins are recovered with higher sales and better contribution to fixed costs.