Chrysler: Five Star out, cash in; Dealer Standards features moving goals and mystery shoppers.(Five Star program)

Byline: Bradford Wernle

Chrysler Group is scrapping its Five Star dealer reward program in favor of cash incentives meant to encourage dealers to improve customer service, management and facilities.

While dealers appreciate the potential revenue, some are grumbling about the new program, called Dealer Standards, which began last fall. They say Chrysler has been raising the bar to achieve the highest payout and is burdening some dealers with time-consuming mystery shoppers.

"Five Star will be phased out, says Chrysler spokesman Ralph Kisiel. "Many of the elements of the Five Star program are being kept in the Dealer Standards program.

The Five Star program, which began in 1997, did not award cash. Dealers received perks, including special signs and Internet sales leads, not available to non-Five Star dealers.

Don Lee, president of Lee …