Police, fire, and EMS personnel can now get a deal on a new Jeep.

(from a DaimlerChrysler press release)

The Jeep® brand is saying thank you to police, fire and emergency medical services (EMS) personnel across the United States with more than $200, 000 in charitable donations and a new vehicle purchase assistance program.

The new program, called Everyday Heroes, is an extension of the Jeep brand’s long-standing Military Incentive Program.  It is the first incentive of its kind for the automotive industry, the $500 cash allowance (above any other existing incentives) on the purchase or lease of a new Jeep vehicle from an authorized Jeep dealership in the United States.

Both programs recognize the important service these individuals perform every day to provide safety and security and to improve the quality of life in cities and towns across America explains Jeff Bell, Vice President, Chrysler and Jeep, Chrysler Group.  "Our goal is to provide the heroes who work so hard on our nation’s behalf with access to rugged, dependable vehicles and give them the same sense of security and reliability they give us. We applaud their efforts; it is an honor for us to be able to recognize what they do"

In addition to the incentive program, the DaimlerChrysler Fund announced major donations to several affiliated charities in support of Everyday Heroes Program. The donations, totaling $200,000, include funding for: the National Fallen Law Enforcement Officers Memorial Fund; the National Fallen Firefighters Memorial in Colorado Springs; the National Firefighters Burn Foundation; creation of a safe driving program and a safety-at-accident-scene training program for volunteer firefighters and members of the nation's emergency medical service to be administered by the International Association of Fire Chiefs; Fisher House, which provides housing to family members visiting injured or ill military service personnel.

The Jeep brand promotes the Everyday Heroes program with a print advertising and direct mail campaign that details  the guidelines of the offer to members of the fire, law enforcement and EMS communities. Jeep brand representatives will also make appearances at key industry gatherings to bring the program directly to the memberships.