The bosses at DaimlerChrysler have had some bad press in the auto industry over the past year. The company has been hit by a weakening U.S. economy, falling sales and the poor performance of its Chrysler unit.

In response, the company is going on the offensive with a big 'corporate image campaign', according to a report in the Wall Street Journal.



DaimlerChrysler is reportedly launching a $90 million (98 million euros) global print and television advertising campaign aimed at boosting its corporate image. The central message in the ads is that the company - whose models range from Mercedes to Jeep to Smart - is more than just the sum of its parts.

The ad features a smiling receptionist, saying: "Good Morning, Mercedes-BenzChrysler-Jeep, Dodgesmart, FreightlinerSterlingSetra, how can I help you?" Then in big letters beside the picture runs the phrase "Just call us DaimlerChrysler."

The ads are targeted at the industry and the investment community, rather than customers.

The company's head, Juergen Schrempp, 57, faced the fury of German private shareholders at his company's last annual meeting in April after losses at U.S. unit Chrysler escalated.

To view related research reports, please follow the links below:-

Automotive regional report: North America (download)

The world's car manufacturers: A financial and operating review (download)

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