The Chrysler Group has been operating a revolving door when it comes to their advertising, hiring a slew of different agencies in an attempt to broaden their image and rebuild it in the wake of GM’s bankruptcy. The marketing department is being led by the marketing director of Fiat, though his appointment has been marred by controversy ever since his appointment.
Chrysler’s new commercials are focusing on the social aspect of things as opposed to focusing on the cars themselves. Some have even gone so far as to raise concerns over other companies and dealers are now concerned that the Chrysler commercials don’t focus enough on the cars. Chrysler has drawn considerable fire for using what is in essence a reworked Lancia commercial in the United States.
The marketing director, Olivier Francois is trying to duplicate the success he saw at Fiat, but it’s not working. The auto transport industry has seen decreased numbers of Chrysler vehicles being moved too, but more to the point no one wants to buy a car whose ad features things that no one really cares about. It’s basic math, in this humble writer’s opinion – Chrysler needs to focus on the cars, not on the people that may or may not buy them. Convince the people about the cars, and the cars will sell, simple as that.