One of the most important missions of the Chicago Automobile Trade Association is to uphold the image of the new car dealer. Despite the support we dealers give to our communities and our customers, many times we are portrayed unfairly with outdated stereotypes.

The CATA is about to embark on two initiatives that we believe will go a long way toward spotlighting the positive things new car dealers are doing in their communities, while extending the reach of their good works.

The first initiative is a partnership with NBC5 where we will begin a campaign to promote the good works that new car dealers are doing on a regular basis in their communities. Large contributions or small ones, we will be looking for examples of dealers making an impact on their community in a unique way.

We'll use these examples to create 15-second spots that will air on NBC5. Partnering with NBC5 throughout the year, you'll see fellow dealers spotlighted in positive ways in a number of different places.

We are asking you to provide examples of support you think might be worthy candidates for this program -- don't be afraid to tell us about it! Please contact Dave Sloan to submit ideas for the spots. He can be reached by phone at 630-424-6055, or email, dsloan@drivechicago.com. Only a handful of these examples will be used throughout the year on television, however we'll be highlighting the other efforts on our weekly radio show, Drive Chicago on WLS am and on our Web site, DriveChicago.com.

A second initiative with the same goal in mind is an extension of the First Look for Charity Foundation. The First Look for Charity is a night for the CATA and its new car dealer members to shine. Raising nearly $3 million for Chicagoland charities in a single evening, the First Look is a night in which we can all take pride. If there is one weakness of the event, it's that it lasts only one night, and now we would like to extend some of that luster throughout the year.

Toward that end, "Chicagoland Dealers Care" is a year round effort to build on charitable efforts of our dealer members in their communities. Dealer members may apply for support from the CATA for charities in their communities to augment their own support.

For example, a dealer in Schaumburg is solicited by a charity for support. Impressed by the organization's cause and effectiveness, the dealer applies to the CATA to match his support. You'll note that the CATA is not looking to replace the support of the local dealer, but enhance it. 

Click here to review the Chicagoland Dealers Care brochure that will further explain the application requirements for charitable support in the community where you do business.

Sincerely,

Mark Scarpelli Chairman CATA

Mary Fran Dolan Chairman CATA Civic and Dealer Relations Committee