Chrysler Finally Makes A Car The Star, In Ads For New 200

Jun 6 2014, 10:32am CDT | by

Fiat Chrysler is pivoting further in a new marketing direction as it launches TV advertisements on Saturday for the completely overhauled new version of its Chrysler 200 sedan.

The biggest change is that for the first time since the company emerged from bankruptcy, the car is the real star of a Chrysler-brand commercial.

Gone in the new spots is four years of emphasis on the brand’s gritty Detroit roots as actual Chrysler vehicles, understandably, played second fiddle. It was only a makeshift 200 that first bore the badge when the nameplate was introduced in the Eminem commercial during the Super Bowl in 2011, a re-skinned Sebring that deliberately lurked in the shadows of the iconic “Born of Fire” ad.

The new “Born Makers” ads are “the first signal of — I don’t want to call it the ‘new Chrysler brand’ — but the first step of what you’ll see happening with the brand and our products over the next five years,” Marissa Hunter, global director of brand advertising for Chrysler Group, told me. “It shows the kind of innovation and technology that we’re very committed to, with the promise of more to come.”

Indeed, this time around, early reviewers confirm that the new 200 is a winner — what amounts to a completely new entry that finally makes Chrysler a worthy competitor in the U.S. small-car market. Or, as Chrysler itself claims in the new 60-second spot, the new 200 is “a car with swagger. Intelligence. Soul. A car that proves a well-made sedan doesn’t have to cross an ocean to be worthy of American driveways.”

The “supporting lead” in these new commercials actually is the Sterling Heights, Mich., plant where the 200 is assembled. There are plenty of glimpses in the ads of the plant’s state-of-the-art production technology. And in that sense, Chrysler workers, too, are featured.

“The plant has been completely reconstructed, with wholly new processes, and all of the plant’s workers have been [re-trained], and the technology is world-class,” Hunter said.

As Hunter put it, “We believe the car represents Chrysler on its best day.”

So far, Chrysler dealers, at least, seem to be agreeing. The new 200 began arriving in Chrysler dealerships in small numbers in May, with greater volumes expected by July; 10,000 vehicle orders were placed by dealers on the first day, and more than 17,000 in the first two days.

It’s crucial for the new 200 to do well out of the gate because the Chrysler brand lineup is about as threadbare as it can get at the moment. And the brand has got to start to make up some sales-volume ground if it is to come anywhere close to CEO Sergio Marchionne’s goals of more than doubling global Chrysler sales by 2018, to 800,000 units from last year’s 350,000, and of positioning Chrysler to compete seriously with established mid-market brands including Ford and Toyota.

With production and sales of the old 200 being phased out lately, Chrysler brand sales were down 22 percent in May overall compared with a year earlier and 14 percent for the year to date.

The larger 300 sedan — a sensation in its own right when it was launched several years ago, and demonstrating remarkable staying power since then — has suffered an 11-percent drop in sales for the year to date.

The lone bright spot in Chrysler’s stable has been a surprising one: Town & Country, the only other Chrysler nameplate, has seen sales rise by 16 percent so far this year even though the major competing minivans, Honda Odyssey and Toyota Sienna, have experienced flat sales in 2014. The Dodge Caravan minivan has experienced even more success than its sibling, with sales rising by 21 percent for the year.

 
 
 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

The Black Friday 2014 Sales You can Shop Today 11/26
The Black Friday 2014 Sales You can Shop Today 11/26
Over 20 Black Friday 2014 sales are already launched. Get the deals early to get your head free for the hard to get Black Friday deals to be released on Thanksgiving Day.
 
 
IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
 

Latest from the Network

Apple Black Friday Sale Released
The Apple Black Friday 2014 Sale has launched online at the Apple Store. Apple has announced a huge charity promotion to fight AIDS for Black Friday and Cyber Monday. Apple will donate a portion of the sales the company...
Read more on Apple Balla
 
A look at Black Friday video game deals
All major retailers will be getting in the video game Black Friday spirit. PS4 and XBox One will certainly be two consoles that should garner huge sales but actual games should do good as well. One thing that is for...
Read more on Black Friday Countdown
 
Comics looking for event filled Black Friday
While video games and other electronic gadgets look to be the big draw on deals during Black Friday, comic book readers and fans will be able to find their fair share of deals as well. It has been announced that two...
Read more on Black Friday Countdown
 
Anna Kendrick positive after nude photo leak
Anna Kendrick is looking at the positives following the recent hacking of her nude photos. The 'Pitch Perfect' star - whose naked pictures were posted online by hackers earlier this year alongside other stars like...
Read more on Celebrity Balla
 
Benedict Cumberbatch hates selfies
Benedict Cumberbatch hates selfies. The 'Imitation Game' actor - who recently announced his engagement to Sophie Hunter - won't be personally taking any photos of him and his bride on their wedding day and instead would...
Read more on Celebrity Balla
 
James Franco filmed threesome with Zachary Quinto
James Franco and Zachary Quinto filmed a threesome for their new film 'Michael'. The actors took part in the sexy scene alongside the former 'Desperate Housewives' star Charlie Carver for the upcoming drama, according...
Read more on Movie Balla
 
UN condemns attack on British embassy vehicle
United Nations, Nov 28 (IANS) The UN Security Council (UNSC) has condemned the attack on a British embassy vehicle in Kabul, Afghanistan. "The members of the UNSC expressed their deep sympathy and condolences to the...
Read more on Politics Balla
 
Not all mosquitoes can transmit malaria
New York, Nov 28 (IANS) A genetic study has revealed that certain species of mosquitoes have evolved to better transmit malaria than even some of their close cousins. The study may advance understanding about the...
Read more on Business Balla
 
Rio judge ends Olympic golf course impasse
Rio de Janeiro, Nov 28 (IANS) A Rio de Janeiro judge has rejected a request by public prosecutors to suspend an environmental permit for work on the 2016 Olympic golf course. Judge Eduardo Antonio Klausner said there...
Read more on Sport Balla