[DubleDex]

Technically, based on the terms of the sale, Cerberus doesn't really have a financially troubled Chrysler. Not only did Daimler sell it at a ridiculous bargain ($8 billion-ish when they had bought it for $34 billion-ish), but Daimler also agreed to keep ALL its debt and ALL its pension. That's how bad they wanted to get rid of it. (Obviously, they have to make sales to be good - but the company isn't in nearly the bad shape it was before it was sold... at least financially. Getting folks to buy the cars, well, that's the test.)

As for using ebay for publicity, why not? Traditional marketing is not nearly as effective or powerful as it was even as little as 10 years ago. There are a million different messages bombarding people from every angle at every minute of the day. For people who aren't enthusiasts and aren't interested, a TV commercial or billboard probably won't work.

On ebay, at least Chrysler has the people who WANT the message COMING TO THEM. If you see that auction, you either searched it out yourself, or at least followed a link someone else gave you. You ACTIVELY sought the information - and the more bids/looks that this auction gets, the more proof Chyrsler has that people are interested.

As for the charity... if you think that it's a "cheap marketing ploy" now, imagine what you'd say about a car company auctioning off their own car and KEEPING the profits? People bitch about the MSRP on cars, and you think Chrysler would make out by keeping $75k or more that someone paid for an auction vehicle? Man, the general public would be PISSED if that happened.

IMO, this is a GREAT way for Chrysler to generate interest for the Challenger, gauge interest in the Challenger, get some much needed publicity at a bargain-bin price AND help out some charity. It's all good.

Congrats to whoever shells out the cash and gets to drive one of the first Challengers around. You've supported a great company, you've helped a charity, you've given yourself some bragging rights and you've gotten the word out a little more.