Chrysler Branding - Equal to Caddy & Lexus?

Chrysler this week will hear presentations from several ad agencies pitching its Chrysler, Dodge and Ram Truck accounts.

The task given to the agencies was the following: Give the company a plan and creative ideas for the fourth quarter with an eye toward re-positioning the brands long term. The agencies that win will literally be in commercial production this coming weekend.

For Chrysler brand, the agencies were told to concentrate on the Town Country minivan and 300 sedan. For Dodge, they were told to hone in on Charger and Journey.

The dictum for Dodge was to position the brand around an idea of “Modern American Performance.”

For Chrysler, it was trickier. There was a thought and direction conveyed to agencies to position the car upscale above Buick and Lincoln to compete with Caddilac and Lexus.

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rigid - 9/25/2009 8:10:35 AM

+3 Boost

dumpsty - 9/25/2009 11:15:16 AM

0 Boost

Chrysler should dream of being Buick not Caddy. Nobody cross shops rebodied 10 year old Benzes against Caddys. As for Dodge being the new American performance I am all for it, but that would mean they would have to offer a stick on every model. Honestly how can you not offer the Charger SRT8 with a stick?

I think it's OK for FiatChrysler to have long-term goals. Realistically, they are capable of matching the Cadillac cachet of luxury. With Chrysler, it's usually "one or the other"....tons of performance (low quality & no luxury) or spot-on quality (and mediocre pseudo-luxury bits). It's not likely, in the short-term, they have funding for such a product...so they have to rebuild their "bread and butter" mid-size and truck products to generate more annual profits.

The fundamentals surrounding the LX platform put Chrysler and its brands in the right direction. Hopefully, Fiat has identified that and will continue to develop those successful methods.

....anybody notice the return of the wagon. Shouldn't Chrysler be working on redesigning the Magnum?

sstainba - 9/25/2009 8:25:31 AM

+1 Boost

there is an art fair in my community every year down the block from my house. last year i laughed out loud when i went outside to find two advertisements on my car for a "premium limo service". they had one actual towncar limo and two 300Cs. i laughed becasue they put these stupid fliers on an 08 135 and 08 X6. the irony amused me.

chrysler is not lux at all. the inside of the 300 is ... pathetic is the only word that comes to mind. i mean, leather seating surfaces? really?

dumpsty - 9/25/2009 11:19:30 AM

+1 Boost

I see your point, but these days, many people who want and can afford limo service don't like the "old school" lengthy limousines (town car, DTS, etc). They tend to appreciate a large car, but not the extended versions. The Chrys 300C is a good example because the back seat area is ample room for 2 people to stretch out or have a conversation. A lot of people will opt for full-size SUV b/c of the inherent space inside them. Lincoln and Cadillac limos seem a bit passe these days.

sstainba - 9/25/2009 11:30:23 AM

-2 Boost

I agree... but a 300? It's hardly worthy of being a limo. It's on par with a strethed PT Cruiser. If it were an S550 or a 750i that would be different...

lexusrox123 - 9/25/2009 5:09:07 PM

+1 Boost

Plastic everwhere sums it up.

mscottc1 - 9/25/2009 9:43:52 AM

+2 Boost

HAAAAAHAAAAAAHAAAAAAAAAAAAA! Thanks! I needed a good laugh this morning!

david999 - 9/25/2009 10:55:50 AM

+2 Boost

Anybody can have a dream.

M35MT - 9/25/2009 12:55:54 PM

+2 Boost

Engineering is the easy part, when you think about it. Their REAL challenge is changing their reputation, which will take over a decade.

Look at Infiniti, for example, which was near extinction at the end of the 90's, now it produces the next best thing to a 3 series with G, and possibly the best deal in the midsize lux class with the M.