New Chrysler brand TV and print ads live today (8 May) featuring a new theme line ‘Engineered Beautifully’.
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“More than 80% of the Chrysler brand product portfolio is all-new or refreshed in the last 12 months with the recent introduction of the 2008 Sebring convertible and the debut of the new Chrysler Town and Country [minivan line] later this year,” said David Rooney, director – Chrysler marketing and global communications.
“This is the perfect opportunity for us to showcase that there is more behind the sheet metal and distinctive style, and that every Chrysler possesses world-class quality and engineering at an extraordinary value.”
The new tagline also coincides with today’s US launch of the Sebring convertible and its ads mirror the tone and style of the new brand publicity.
“Chrysler is, and always has been, a brand made by and built for people with a passion for great cars,” said Rooney. “Products like the 300 and Town & Country put us at the forefront of the industry in terms of style and design. At the same time, we have made great strides to become competitive and even surpass our competition in terms of quality and engineering.
“While we have made great strides, the perception has not caught up with reality in the marketplace. Our new communications direction will help get that engineering message across.”
Chrysler said its brand stands for stylish products, agile performance, refined quality and the confidence of being proud without being arrogant. The new brand direction will communicate these core values.
