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At a glance it may seem like only Google comes out on top in the when dealerships get their Chrysler PAP funds, but at the end of the day everyone benefits. Chrysler bids on their own brand name and products because it costs them pennies to do so, and due to a near perfect Quality Score they will almost always be in the #1 ad position. But more importantly Chrysler bids on their own keywords because it saves the local dealership money, here's how:

If, for example, a customer looking to buy a car triggers the keyword +new +Chrysler +300 and clicks on the official Chrysler ad:

They'll land on a page where they can customize their new 300 to their tastes.

Once through with customization Chrysler will present them with a list of local dealers that carry that specific new 300 in stock:

In the end, Chrysler paid for the advertising and the dealership gets the sale without having to spend money on a potentially expensive click.