Chrysler to Release New Ad Campaign

By: Dwyane Thomas

The Chrysler Group announced earlier this week that it is giving its Chrysler brand a new ad campaign that will highlight its engineering and design.

This time around, the company will launch a new tagline: "Engineered Beautifully". This is a replacement to its 2004 slogan which is "Inspiration Comes Standard".

Chrysler has been launching a series of TV commercials, print ads and promotions since the beginning of the week. This is in lieu of promoting all the brand's vehicles under a common theme.

Senior Vice President of Global Brand Marketing George Murphy commented Chrysler has been a little disassociation of personality regarding Chrysler's disjointed brand identity. He further said if the ads will go right and if the marketing department carefully includes the vehicles on it, the result will be a very attractive campaign and an even better sale.

According to Auto data Corp, Chrysler sales went down 11 percent this year. Only 191,000 cars and trucks were sold from January through April.

Chrysler will feature an epitome of high technological innovations and remarkable engineering designs to the entire U.S. audience from the readers or different magazines to the viewers of different television shows.

Marketing advertisements will also be produced for non-English speaking audience such as the Spanish and Asian audiences.

Dodge got a significant sales increase since 2002 because of its campaign slogan "Grab life by the horns". And since almost all of its cars and trucks are either new or have been innovated in the past year, Chrysler finally decided to kick off the campaign now.

Television ads emphasize features like the swivel-and-go seating feature that will be launched in the new 2008 Town and Country minivan and the retractable hard top on the new Sebring convertible.

The same music, voiceover and closing come along with the new ads. The closing part exudes a shot of the Chrysler logo with the tagline "Engineered Beautifully." Through out the fresh ads this phrase is used: "It's the way our vehicles come together that sets us apart".

Joseph Phillippi of AutoTrends Consulting in Short Hills, New Jersey said the auto maker still has some flaws that might make it difficult to sell the overall brand to consumers, though the bulk of its products has been fortified in recent years. Phillippi particularly points out the success of the 300C sedan.

Phillippi also said the auto maker is still in the process of getting to the top. He particularly mentioned Lexus, BMW, and Mercedes as the most successful brands that do not imply in the commercial what model it is.

Mercedes cars come along with quality .

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