DETROIT — To help support dealers and get more attention for General Motors and Chrysler vehicles, Ally announced it is launching a marketing program in March to drive both showroom traffic and new vehicle sales.

The program will launch in a few test markets to start, including Ft. Meyers, Washington, D.C., Houston and Detroit.

So how will it work? Called the Vehicle Intercept Program, it is designed to give dealers the opportunity to showcase their vehicles at local community "hot spots," or in other words, take the vehicles to where the consumers are.

"This program is a creative way to get consumers to experience vehicles they may not otherwise consider," explained Tim Russi, executive vice president of Ally's North American auto operations.

"We're excited to conduct these programs with dealers to help generate leads and expand our retail financing opportunities as well."

As an incentive for consumers, those who take the time to learn more about a vehicle on display will be offered a free gift card to the local business participating in the event.

Basically, following a brief vehicle demonstration, consumers will receive a special promotional code to go online and register for a test drive at one of the local participating dealerships. If the consumer visits a participating dealer and completes a test drive, they will receive a $50 gas card.

"Our ultimate goal is to help dealers sell more vehicles," Russi pointed out. "The Vehicle Intercept Program is another creative initiative that helps dealers grow their business, while also giving us the opportunity to strengthen our collective relationship and showcase the value we bring to their business."