Chrysler is preparing to relaunch the brand here in the UK with a new series of advertisements the automaker said “draw upon its gritty, urban reputation”.
Models initially on offer are the redesigned 300 sedan, Grand Voyager minivan (Town and Country in US) and the Lancia-built Delta hatchback and Ypsilon, the brand’s first B-segment supermini.
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The GBP10m ‘Different Is What We Do’ campaign is led by three major television commercials, the first of which was a 60-second film during the break in Sky TV’s coverage of the Super Bowl last week (Sunday, 5 February). Further terrestrial and digital TV advertising is planned, along with press, online, direct and electronic marketing.
The positioning of the advertising draws heavily on the unique nature of Chrysler’s branding, and includes the US giant’s entire model range.
The TV commercial, coordinated by integrated advertising agency DCH, opens in Detroit, USA, and shows the new 300C cruising through the motor city. It emerges from a tunnel on to the streets of inner London, where it is joined by the rest of the Chrysler range.
“These are exciting times for Chrysler,” says Nigel Land, brand director, Jeep Chrysler UK. “The brand’s great success in the [US] is widely recognised, and this will help us to establish [it] as a main competitor in the UK car market.
“From the motor city, Detroit, Chrysler celebrates the car industry and its people and the pride in the things they make. It features a story of resilience not dissimilar to many around the UK and Europe. Chrysler’s Different Is What We Do line is set to become a confident movement statement.”
Prices start at GBP10,695 (US$17,000) for the Ypsilon 1.2S. the Delta runs from GBP16,695 ($26,500) for the 1.4 T-Jet 120S and the Grand Voyager’s entry price is GBP28,225 ($44,800). The 300C will be priced after it goes on sale later this year.
