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Chrysler's New Marketing Plan Aims For Refinement, Machismo

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2009 Dodge Ram

2009 Dodge Ram

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Since emerging from bankruptcy nearly five months ago, Chrysler's been fairly quiet on the marketing front -- which may explain why the automaker's sales are so deep in the tank. (October 09 rang in 28% below October 08.) But a new $1.4 billion ad campaign aims to revive and refresh Chrysler's marques over the coming calendar year: Dodge will make the long haul from "rugged" to "refined"; Jeep will soften its off-road image to focus on workaholics (?!?); and as anyone who has seen the "My Name Is Ram" commercial (embedded below) can tell you, the company's new Ram line is all about clichéd, compensatory machismo, conveyed in Maya Angelou-esque blank verse. To say that there's some skepticism in the marketing world is pretty fair.

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