Video: Chrysler Group LLC Introduces New "Coming Home" Corporate Campaign

• New advertising campaign features Chrysler, Dodge, Jeep® and Ram vehicles throughout the years

• Aimed to inform consumers, suppliers and partners that Chrysler Group LLC is now a different company with a new alliance partner and a healthy product plan

Auburn Hills, Mich., Jan 1, 2010 - Chrysler Group LLC introduced today a new corporate advertising campaign designed to reach out to consumers as well as the company's many suppliers and partners.

The new corporate campaign, "Coming Home," was created in response to requests from Chrysler Group dealers and research conducted which found that consumers do not realize that Chrysler Group has emerged from bankruptcy and is now a different company with a new alliance partner and a healthy product plan.

"This ad tells a story of Chrysler products bringing home loved ones throughout the years and our commitment to continuing to bring them home. It was important to tell this story during the holiday season because it is a time when families come together," said Olivier Francois, Head of Marketing, Chrysler Group LLC. "We want current and future customers, suppliers and partners to know that we are here and we are committed to earning their trust and restoring our reputation."


The ad features a driver bringing home a leather travel bag throughout the years in various Chrysler, Dodge and Jeep® vehicles. The travel bag symbolizes the continuation of life with all Chrysler Group brands and is the string that ties the entire story together. While various Chrysler, Dodge and Jeep vehicles are featured throughout, the ad begins with a 1930's Chrysler Airflow and ends with a 2010 Chrysler 300 sedan.

The 60-second ad was created and produced by the Chrysler brand's advertising agency of record, Fallon, and is scheduled to air beginning January 1 – 4, 2010 during the following bowl games as well as the Chrysler, Dodge, Jeep and Ram brand web sites:

• Jan 1 – Rose Bowl, ABC

• Jan 1 – Outback Bowl, ESPN

• Jan 1 – Sugar Bowl, FOX

• Jan 2 – Liberty Bowl, ESPN

• Jan 2 – Liberty Bowl (Repeat), ESPN2

• Jan 4 – Fiesta Bowl, FOX

About Chrysler Group LLC

Chrysler Group LLC, formed in 2009 from a global strategic alliance with Fiat Group, produces Chrysler, Jeep, Ram Truck, Dodge, Mopar® and Global Electric Motorcars (GEM) brand vehicles and products. With the resources, technology and worldwide distribution network required to compete on a global scale, the alliance builds on Chrysler's culture of innovation – first established by Walter P. Chrysler in 1925 – and Fiat's complementary technology – from a company whose heritage dates back to 1899.
via:autoblog

Hyundai Details Plan to split off luxury cars in dealerships

Before the Hyundai Genesis arrived in showrooms, there was talk of the car launching under the aegis of its own brand, much like the debut of the Lexus LS400 back in 1990. That didn't happen, and premium Hyundai models like the Genesis and the forthcoming 2010 Equus share floor space with Accents and Tucsons.


Dave Zuchowski, Hyundai's North American sales vice president, has drawn parallels to Toyota's co-locating efforts with its Scion sub-brand in a letter to dealers, laying out the plans for incorporating the Equus into showrooms. "This strategy will create physical and psychological separation in the Hyundai showroom," says Zuchowski, while dealers remain less convinced that this means anything more for them than increased costs. On the retail end, stores will be required to purchase several kits for showroom, service, and parts support of the Equus. While not as expensive as a full-blown new store would be, dealers still might have trouble mustering enthusiasm for hundreds of thousands of dollars in corporate-ordered directives that franchisees may have to comply with.


Still, the thought of a roped-off premium car department has a certain pull. "Sectioning off the brand, that's the Holy Grail," said Hyundai Motors USA CEO John Krafcik to Ward's Auto. What Krafcik and his Korean masters may have up their collective sleeve is a way to get some of the desired differentiation without the massive costs a new brand launch would entail.


Dealer unhappiness aside, Zuchowski lays out Hyundai's strategy clearly. "We intend to use the launch of the new Equus to develop and further establish Hyundai as a legitimate force in the premium-luxury segments;" intimating there might be more to it than just the Genesis models and the luxo-liner Equus – a "Genesised-up" Santa Fe might do battle against the Lexus RX, for instance. While it will cost dealers money, Zuchowski notes that ultimately, it's the cheapest way to go while "still providing an enhanced dealership environment...that will devliver a substantial incremental profit opportunity with very reasonable dealer investment." In other words, pay the man now, and cash in later, if all goes well.
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