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.
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Corporate
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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.
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