The New Chrysler Ad

As we told you yesterday, Chrysler's bankruptcy has spawned a new advertising campaign for the American manufacturer. Handled by BBDO Detroit, the campaign is centered around the "We're building a new car company" slogan.

We can now show you the ad in question, published in several newspapers across the US. Showing the 2011 Grand Cherokee, the Chrysler 200C Electric Concept and the Dodge Circuit Electric Concept. As you can see, no Fiat in sight...

If you look close, real close, somewhere in there it says "We're committed to being stronger, leaner and more competitive. To help us achieve these goals quickly, we've formed a strategic alliance with Fiat".

To take the criticism even further, we should tell you that out of the three models displayed on the ad, two are concepts. The other one will join several models which will be delayed by the manufacturer as a result of the Chapter 11 filing.

Why, then? According to a note posted on (the communications blog for Chrysler's employees) "the ad is intended to remind customers and the general public that the company is still in the business of selling cars, SUVs, minivans and trucks, despite announcements last week regarding the Fiat alliance and bankruptcy filing."

In addition, later this week, Chrysler will launch a "campaign highlighting company products" on both television and radio.

Will it benefit the American consumer, the dealers or the future company itself? Hard to say. They are indeed building a new company, but do they know how will it be shaped at the other end of the bankruptcy? Especially since the UAW says it has no plans on keeping the 55 percent stake in the new Chrysler.

"As soon as the VEBA's in a position to sell stock, we will sell stock to keep the VEBA going," Ron Gettelfinger, UAW president said in a press conference.

Update on May 8: Watch the campaign videos
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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