Chrysler’s VIP Delivery System: A Legacy of Customer Care

In the early 1980s, Chrysler Corporation was determined to rebuild its reputation and reconnect with customers after narrowly avoiding bankruptcy. Under the leadership of CEO Lee Iacocca, the automaker introduced several groundbreaking initiatives that helped define the era of “The New Chrysler Corporation.” Among these innovations was the Chrysler VIP Delivery System, a customer-focused program designed to enhance owner satisfaction and peace of mind.

The VIP Delivery System was centered around a specially designed brass Pentastar keychain with a leather backing. Each keychain was engraved with a unique serial number and featured a simple yet effective method for recovering lost keys. Owners who received the keychain as part of their vehicle delivery package were instructed to register the serial number with Chrysler’s VIP Headquarters in Rochester, Michigan. Once registered, the owner’s information was securely logged into a computer database—state-of-the-art technology at the time.

The keychain’s reverse side displayed a mailing address in Warren, Michigan. If an owner lost their keys, a good Samaritan could simply drop the keychain into a mailbox. The U.S. Postal Service would route it to Chrysler’s designated P.O. Box. Using the serial number, Chrysler staff would identify the owner in their database and mail the keys back—free of charge. This program eliminated the need for owners to publicly share their address, adding an extra layer of security for both their vehicles and homes.

The program wasn’t just practical; it also underscored Chrysler’s commitment to its customers. The company aimed to demonstrate that it cared about more than just selling cars—it wanted to build loyalty and trust. Lee Iacocca’s mantra, “We don’t want to be the biggest, we just want to be the best,” was reflected in every aspect of the program.

The VIP Delivery System was initially offered to Chrysler, Dodge, and Plymouth customers and was later extended to Jeep® and Eagle brands following Chrysler’s acquisition of AMC in 1987. The keychains themselves were elegant yet functional, with brass Pentastar medallions and leather backings in colors like black, burgundy, brown, and tan.

Though the program was eventually discontinued, the keychains remain a nostalgic collectible among automotive enthusiasts. Today, unused examples of these keychains can be found on auction sites like eBay for $20 to $50, depending on their condition. While they no longer serve their original purpose, these keychains are a tangible reminder of Chrysler’s innovative efforts to care for its customers during a pivotal era in its history.