DETROIT — Jeep owners go to camp. Saturn owners commune on a field in Tennessee.

        The companies that build both brands aren't satisfied just to sell you a vehicle, they want to build a “relationship.”

        From May 17 through Oct. 28, DaimlerChrysler AG's Jeep brand plans a double dose of relationship building with its invitation-only road show featuring the 2002 Liberty model.

        Saturn's approach has been touchy-feely since the General Motors Corp. unit was formed a decade ago. And Saturn is about to reach out again as it ratchets up its marketing for the new VUE sport utility vehicle.

        VUE marketing manager Scott McLaren said Saturn owners will get invitations to auto shows where the VUE and other Saturn products are displayed.

        “They see the vehicles, come touch base with Saturn and continue to build the relationship,” Mr. McLaren said.

        At Jeep 101, invitees will get a chance to drive the new, small Jeep Liberty SUV on an off-road course, according to Jeep direct marketing manager Lou Bitonti.

        The second part of the relationship-building program is called the Chrysler Proving Grounds, where invitees can test-drive other DaimlerChrysler products and compare them with the competition.

        Mr. Bitonti said the purpose of the 11-city tour is to reinforce the relationship between Jeep and its customers.

        “We want to keep them. It costs five times as much to lose them than to win them back,” Mr. Bitonti said. “Why lose them in the first place?”

        Jeep began inviting its customers to camp in 1958 with the Jeep Jamboree, which has evolved into a yearly series of Camp Jeeps. Such outings come at an important time for Chrysler, now waging a three-year, $3.9 billion effort to halt mounting losses.

        Saturn calls its relationship strategy “dialogue marketing.”

        Customers are greeted by a receptionist at showrooms, not a salesperson. The company also pioneered the no-haggling concept. And some of the dealerships were built to look more like living rooms, complete with fireplaces and warm cookies.

        For its fifth and 10th anniversaries, Saturn staged Woodstock-like “homecoming” gatherings at its Spring Hill, Tenn., plant.

        It all worked well for a while, until Saturn sales slumped when the company was slow to introduce new products. Saturn's U.S. sales in April were off 8 percent.

        As part of its new marketing strategy, Saturn also hopes to build and reinforce its relationship with its customers through a section of its Web site called “My Saturn.”

        Tom Folger, the Internet relationship marketing manager, said the company “is building that as a place we can offer owners special values giving opportunities on an ongoing basis.”

        Mr. Bitonti said there's always a sales spike after one of the Jeep events, and Saturn's marketing people also are pleased with the results.

        “The biggest strength in this marketing approach is that it touches customers on a daily basis,” Mr. McLaren said.

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