Find a Car

Chrysler's New Marketing Plan Aims For Refinement, Machismo

Follow Richard

2009 Dodge Ram

2009 Dodge Ram

Enlarge Photo

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.


Follow Us


Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comment (1)
  1. "All brawn" should be a picture of Tyson, not Ali. In any event, only appropriate during NFL matches. Lame. Lame. Lame.
    Post Reply
    Bad stuff?


Have an opinion? Join the conversation!

Try My Showroom
Save cars, write notes, and comparison shop with hi-res photos.
Add your first car
Take Us With You!

© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by izmo, Inc. Send us feedback.