Chrysler in danger of launching hypocritical ads

Automobile Staff
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2008 Dodge Durango Hybrid Bagde

A new advertising campaign could boost Chrysler dealership traffic.

Of course, it might also help if dealerships actually wanted to carry the automaker's new products.

Chrysler launched its "If you can dream it, we can build it " advertising campaign this week, that according to an Automotive News quote from Chrysler marketing chief Deborah Meyer, seeks "to re-engage customers."

Beyond focusing on quality, safety, technology, connectivity and environmental responsibility, Meyer said the ad campaign attempts to establish "what is happening with (Chrysler) as a whole - what are we investing in, where is technology going."

However, Chrysler may want to rethink advertising three of the five Chrysler qualities Meyer mentioned.

Though no final decision has been made, a high-level Chrysler executive told Automotive News that the company may allow dealerships to decide if they want to stock Chrysler's upcoming hybrid SUVs.

"The hybrid will be a limited-volume vehicle," said Michael Accavitti, director of Dodge brand and SRT marketing and communications. "We'll only sell them through dealers who want to sell them."

One of the reasons why a dealership would avoid selling Chrysler hybrids is that it must first invest in special hybrid tools and employee hybrid training. Additionally, the Dodge Durango and Chrysler Aspen are older, slow-selling models.

If dealerships do baulk at ordering hybrids, it should be difficult to convince the public Chrysler is truly about "technology, connectivity and environmental responsibility."

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