Share this article

Chrysler sales and marketing chief Jim Schroer reportedly left the company last Friday, replaced by Joe Eberhardt, until recently the chief of DaimlerChrysler UK.

Next, on Monday, the Chrysler Group announced the launch of its single largest national sales programme ever, the so-called ‘Summer Sales Drive’.

The three-month campaign starts on June 2 and runs until September 2. It’s an integrated marketing and promotion campaign consisting of more than two dozen new 30-second television ads, new radio spots, a new national print campaign, internet activation and promotions, all intended to put Chrysler Group’s mostly well-aged line-up of vehicles “top-of-mind among consumers”, according to a company statement. The campaign will cost approximately $US100 million.

“Over the next three months, we’re pulling out all the stops to break through the advertising clutter and gain a bigger share of voice in the marketplace,” said Chrysler global brand marketing vice-president George Murphy.

Added senior vice president sales Gary Dilts: “Our incentives are very competitive and will keep pace with our competitors. The overriding goal of the [campaign] is to increase consumer traffic [at dealers].”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

The new print and broadcast ads created by BBDO Detroit will depict dealer environments.

Most incentives on Chrysler vehicles continue with deals such as zero percent finance or cash discounts of up to $4,500.

Two ad campaigns not related to the summer promotion will continue as previously scheduled: the Celine Dion Chrysler brand TV spots and a new print campaign supporting the launch of a ‘limited edition’ Jeep.