Chrysler, the US unit of DaimlerChrysler (DCX) is launching an ad campaign to position the brand as fuel-efficient and technically advanced. The company thinks that the Japanese get all of the positive buzz about good mileage and quality vehicles.
Part of the reason for the advertising is that Chrysler thinks that its models like the "300" get all the PR and the parent brand gets nothing.
Who cares? The business is to sell cars. Chevy doesn’t mind if you don’t like their brand if you buy a new Corvette.
Right now, Chrysler’s US sales are driven by the Jeep and Minivans. "DaimlerChrysler described demand for Chrysler Group’s Jeep Wrangler and Jeep Patriot models as ‘strong’, with sales of the brand 29 pct higher than in April last year."
Within the Chrysler brand proper, the company has models like the aging "300" and "PT Cruiser" which has also been around since the flood.
Get some hot new cars. Then pay for the advertising.
Douglas A. McIntyre can be reached at [email protected]. He does not own securities in companies that he writes about.
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