Chrysler Fresh Enhancements To 12 Vehicles

[skylight]

New Day Celebration campaign with regional ads in 55 markets, including Detroit, Los Angeles and Houston

Intended to set a new tone for Chrysler, which went private last year under new ownership, the advertising blitz includes a new animated cross-brand spot titled "Listen to You," and eight product-specific dealer spots that highlight 12 vehicles -- each with new features.

"With all of the changes, we have the opportunity to really get back in step with the American public," said Deborah Meyer, vice president and chief marketing officer. "Our task is to challenge old perceptions and build a new image that is strong and relevant to today's consumers."

The animated "Listen to You" spot features a young boy creating his own automotive company by listening to what people want. The spot concludes by mentioning Chrysler's new customer Web site: Chrysler Listens

The ads will primarily air during four major events in February: the Super Bowl, the Daytona 500, the Super Tuesday political primaries and the Academy Awards. Online advertising on AOL, Yahoo!, MSN & Google also forms part of the blitz.

The campaign also aims to highlight the enhanced standard features on 12 Chrysler, Jeep and Dodge brand vehicles. For example, many of the vehicles now will have the MyGig audio, entertainment and navigation system -- previously a $650 option -- as a standard feature.

Attracting customers with "free" features, such as an entertainment systems or aluminum wheels, is a smarter strategy to boost vehicle sales compared with cash-incentives, said Joe Barker, senior manager for global vehicle sales at the analyst firm CSM Worldwide.

"Promoting features is effective in attracting buyers and is cost-effective," he said. "And it doesn't do as much damage to your brand or residual volumes as incentives."

Barker said Chrysler will need to be careful to market overall improved value of its products, not just a few flashy features to mask lackluster vehicles. The vehicles featured in the campaign:


* Chrysler Aspen Limited package features no charge sun roof, no charge MyGig™ with ParkView rear camera, 18-inch chrome clad wheels, heated leather seats (first row), two-tone leather seats with embossed logo, two-tone leather wrapped steering wheel, premium floor mats and Signature Series badge. The Chrysler Aspen Limited G 4x4 includes $3,355 in value for a price of $1,855.

* Chrysler PT Cruiser LX Street Cruiser package includes deep tint sunscreen glass, 16” aluminum chrome clad wheels and tires, chrome bodyside moldings and lock knobs, bright front door sills and accent ring cup holders, front and rear floor mats, “Street Cruiser Series” liftgate badge. The PT Cruiser LX Street Cruiser package includes $1,770 in value for $775.

* Chrysler 300 Signature Series will now include no-charge MyGig multi-media entertainment system with navigation and no charge two-tone trim seat. It also includes 18-inch chrome aluminum wheels, 18-inch all-season tires, all chrome grille, heated front seats, side curtain/side mounted air bags, power adjustable pedals, express up/down windows and rear view auto dim mirror. The 300 Signature Series feature package has a value of $4,330 for $2,580.

* Sebring sedan features no charge MyGig entertainment system on the Sebring sedan Touring and Limited models which is a $650 or $300 value respectively.

* Sebring Convertible buyers also receive the no charge MyGig entertainment system on the Touring and Limited models, which is a $300 value.

* Chrysler Town & Country Touring Signature Series model features no charge dual DVD rear entertainment system, premium center stack bezel, remote start, electronic vehicle information center (EVIC) and Signature Series badge. The Signature Series package offers $2,200 of value for $695.

* Dodge Charger SE Plus features a 3.5-liter V-6 engine, electronic stability program (ESP), traction control, anti-lock braking system (ABS), 17-inch cast aluminum wheels, SIRIUS satellite radio, eight-way power driver seat, SXT interior upgrades (satin silver bezels, spears, etc.) premium floor mats and body side stripe. The Charger SE Plus package is $3,195 in content value for $1,400.

* Dodge Grand Caravan SE will feature Stow n’ Go® standard at no charge on the base SE for the first time. This is a $945 MSRP value.

* Dodge Caliber SE Plus package features air conditioning, Chill Zone™, air filtration and 17-inch aluminum wheels, which is a package value of $1,695 for $795.

* Dodge Avenger features the no charge MyGig entertainment system as standard equipment on the SXT and R/T models for a value of $650 or $300 respectively.

* Jeep Grand Cherokee and Jeep Commander features the no charge MyGig entertainment system with navigation on the Limited or Overland models which is a $900 value.


Source: The Detroit News, KickingTires

[quicksilverdon]

The good news is the PT is one of the 12, the bad news is they killed the GT Turbo and convertible.