| The Chrysler Group announced earlier this week that | | | | Dodge got a significant sales increase since 2002 |
| it is giving its Chrysler brand a new ad campaign that | | | | because of its campaign slogan "Grab life by the |
| will highlight its engineering and design. | | | | horns". And since almost all of its cars and trucks are |
| This time around, the company will launch a new | | | | either new or have been innovated in the past year, |
| tagline: "Engineered Beautifully". This is a replacement | | | | Chrysler finally decided to kick off the campaign now. |
| to its 2004 slogan which is "Inspiration Comes | | | | Television ads emphasize features like the |
| Standard". | | | | swivel-and-go seating feature that will be launched in |
| Chrysler has been launching a series of TV | | | | the new 2008 Town and Country minivan and the |
| commercials, print ads and promotions since the | | | | retractable hard top on the new Sebring convertible. |
| beginning of the week. This is in lieu of promoting all | | | | The same music, voiceover and closing come along |
| the brand's vehicles under a common theme. | | | | with the new ads. The closing part exudes a shot of |
| Senior Vice President of Global Brand Marketing | | | | the Chrysler logo with the tagline "Engineered |
| George Murphy commented Chrysler has been a little | | | | Beautifully." Through out the fresh ads this phrase is |
| disassociation of personality regarding Chrysler's | | | | used: "It's the way our vehicles come together that |
| disjointed brand identity. He further said if the ads will | | | | sets us apart". |
| go right and if the marketing department carefully | | | | Joseph Phillippi of AutoTrends Consulting in Short Hills, |
| includes the vehicles on it, the result will be a very | | | | New Jersey said the auto maker still has some flaws |
| attractive campaign and an even better sale. | | | | that might make it difficult to sell the overall brand to |
| According to Auto data Corp, Chrysler sales went | | | | consumers, though the bulk of its products has been |
| down 11 percent this year. Only 191,000 cars and | | | | fortified in recent years. Phillippi particularly points out |
| trucks were sold from January through April. | | | | the success of the 300C sedan. |
| Chrysler will feature an epitome of high technological | | | | Phillippi also said the auto maker is still in the process |
| innovations and remarkable engineering designs to the | | | | of getting to the top. He particularly mentioned |
| entire U.S. audience from the readers or different | | | | Lexus, BMW, and Mercedes as the most successful |
| magazines to the viewers of different television | | | | brands that do not imply in the commercial what |
| shows. | | | | model it is. |
| Marketing advertisements will also be produced for | | | | Mercedes cars come along with quality Mercedes |
| non-English speaking audience such as the Spanish | | | | brake parts. |
| and Asian audiences. | | | | |