Chrysler's New Marketing Plan Aims For Refinement, Machismo

November 9, 2009

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 clich├ęd, 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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