Chrysler Pulls Out the Earplugs

February 1, 2008
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Mea culpa, mea culpa. We seem to be hearing that a lot these days, from celebrities and politicians, and now even automakers.

“How many times have you all admonished car companies for not listening to consumers in deciding on design, features, pricing?” goes the announcement on Chrysler’s media blog, The Firehouse. “So, OK, we heard you, but more importantly, we heard consumers.”

It’s the troubled automaker’s contrite way of introducing its big New Day campaign, which launches this weekend, yep, as you might guess, on Super Bowl Sunday.

The series features one of the biggest ad blitzes ever, for Chrysler, centering around a series titled “Listening to You,” in which a young boy creates his own car company by, indeed, listening to what people have to say.

The campaign attempts to deliver the same message to the public we media pundits have been hearing since Chrysler was purchased by the giant private equity firm, Cerberus, last autumn.

“We’re moving fast to earn the trust of dealers and customers and prove that we are listening,” insists Chrysler’s Vice President and Chief Marketing Officer Deborah Meyer. “In the first 60 days after Chrysler became private, we approved 260 line item improvements to our products.”

While we’re not sure the average consumer will be able to translate “line items” into sheet metal and accessories, the spots are pretty innovative. You can get a look at one of the Jeep commercials, titled Blind Fold, by clicking here.

And if you want to see if the newest incarnation of Chrysler really is listening, you might want to check out // Then come back and let us know if they really are listening.

If you miss the big game, look for Chrysler to push the campaign again during the upcoming Super Tuesday primary, the Daytone 500 race and the Academy Awards ceremony.

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