Here's a new TV commercial for Chrysler, Dodge, Jeep, and uh, Ram that starts airing today. Rose Bowl viewers will be the first to see it. There are some cool old vehicles in this ad, but just one new one, the 2010 Chrysler 300.
The 300 is definitely one of the better-looking, better-driving models in the current line, but this commercial lacks specificity and focus. It's part of a new "Coming Home" ad campaign borne out of corporate, and dealers', concern 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."
The ad agency, Fallon, is obviously trying to appeal to the emotions here, but we contend that what "consumers" would really like to see from Chrysler-Fiat are some of those healthy new products that have been promised.
inlinesix says:
03:22 PM, 01/ 1/10
Yes, new products.
tp660 says:
03:49 PM, 01/ 1/10
It doesn't seem to make sense to list the Ram as a brand when it's badged as a Dodge vehicle.
questionlp says:
04:03 PM, 01/ 1/10
So, the moral of the video, good old day bags will last longer than Dodge, Chrysler and Ram products. Not to mention, the interior of that day bag doesn't have hard grainy plastic. :D
rsholland says:
06:16 PM, 01/ 1/10
I'm a big believer in corporate heritage, and mining it till it bleeds. That said, it only works if you have vehicles in the (current) marketplace that are truly worthy comparisons of those historical references, and Chrysler is not there yet.
In this commercial they start off showing the Chrysler Airflow, a vehicle that was well ahead of its time—and it paid for it dearly in the marketplace. There's no Chrysler car today that is remotely akin to the Airflow, and its importance on future car design.
They move on to the original Jeep, a vehicle that was state-of-the art back in the 1940s. Today's Wrangler is is far from that; rather it is a caricature of its old self, hardly state-of-the-art, and held hostage by what Jeep *thinks* a Jeep ought to be.
The 80's-era Chrysler minivan? A great idea that Chrysler invented, and then let slip through its fingers. No thanks, if I want a minivan today, I'll look to Honda or Toyota.
Only the Ram truck references rings a bell with me in this commercial.
albook says:
07:56 PM, 01/ 1/10
Uh...Chrysler may have produced some classic vehicles, but its image is one to be proud of. It seems through the years, they've always been in some trouble. But, to their advantage, we never seem to think they will pull through, so maybe they can do it again.
And if I was buying a minivan right now, I'd take a Caravan or Town and Country over any of the others.
roadburner says:
09:20 PM, 01/ 1/10
"I'm a big believer in corporate heritage, and mining it till it bleeds. That said, it only works if you have vehicles in the (current) marketplace that are truly worthy comparisons of those historical references, and Chrysler is not there yet."
I agree. And showing cars like the 1970 Charger only emphasizes the pedestrian styling of their current cars. The Challenger is the only interesting mass market car in the entire lineup.
eclogite says:
05:51 AM, 01/ 2/10
I'd take one of those classic cars or trucks over any of their new products. There is nothing in the current Chrysler lineup that appeals to me.
123xlr8 says:
07:50 AM, 01/ 2/10
Huh? "The 300 is definitely one of the better-looking," I guess if you like the brick with wheels look? Rehash after rehash for our American car comopanies, gad it's sad. I was hoping and I'm still hoping Fiat can turn this loser around, but then I look at the Fiat line up and wonder.
firstclass says:
09:14 AM, 01/ 2/10
Why does it say “happy holidays” at the end now that the holidays are over? …Perfect timing. I like the commercial it’s a lot better than “that thing got a Himi” ads. It seemed like dodge was trying too hard to be American in the last half of being owned by Daimler. I was afraid that under Fiat they’d try too hard to make Chrysler European. Like early Daimler-Chrysler’s horrible “Ask Dr. Z” commercials that spotlighted German technology.
cwc1 says:
12:27 PM, 01/ 2/10
Jeep is really not part of Chrysler's long time heritage, as they didn't acquire it until 1987 with their purchase of American Motors. They did not develop it into what it is and can't really take credit for its heritage; they've only tried to maintain it.
firstwagon says:
12:41 PM, 01/ 2/10
"They move on to the original Jeep, a vehicle that was state-of-the art back in the 1940s. Today's Wrangler is is far from that; rather it is a caricature of its old self, hardly state-of-the-art, and held hostage by what Jeep *thinks* a Jeep ought to be."
I don't agree.
The original Jeep was not state of the art even then. It was just a tool designed for the army.
The current Wrangler is an excellent descendent of the idea. It's still designed to do a job with few concessions to other non essential tasks. It's the only off roader left that hasn't watered down it's true purpose to please the image seeking masses.
roar02ram says:
12:57 PM, 01/ 2/10
+1 on the context for history.
Funny that they skipped the '90s entirely. Chrysler had several award-winning vehicles that decade that to me might've been more relevant than the older stuff.
Plus, they've already shown the next generation Grand Cherokee and apparently have frozen the next 300. This would've been the perfect teaser commercial for either or both of those products.
Good idea, poor execution & timing.
moparbad says:
07:23 PM, 01/ 2/10
One and only reason to add a firewall between Ram and Dodge is enable Ram to either be sold or to keep Ram and sell or terminate Dodge and/or Chrysler alltogether.
I'm certain this is why Ram is getting the brand within a brand treatment, the only thing I can't figure out is if dismantling Chrysler and keeping or selling off the few good bits is Plan A or Plan B.
As soon as Marchionne achieves the hurdles that are required to reach >50% ownership of Chrysler, we will know the answer.
Hurdle 1- Build Fiat engines in the US. This is already in the works as 1.4L with MultiAir will be build in Dundee Michigan.
Hurdle 2- Introduce a Fiat designed vehicle in the US market that obtains 40 mpg. This is in the works too, the Fiat 500 will be build in Tolucca, Mexico and the previously mentioned 1.4L engine will be installed in the 500. 500 will obtain 40 mpg.
Hurdle 3- Chysler has to deliver 1.5 billion in sales in markets outside of North America. This is going to be tough one. Fiat will be selling some Chrylsler derived vehicles as Lancia and Fiats outside of North America to reach this goal. Also, you can expect to see more exports of "Ram" vehicles (full size trucks).
moparbad says:
07:35 PM, 01/ 2/10
To respond to the point of "will heritage sell?" For the Ram trucks, for the Challenger, for the Wrangler and possibly Grand Cherokee, and for minivans there is a portion of the population that will respond to heritage type of nostalgia advertising. It is risky and there is limited value in pursuing this strategy. Chrysler has to rely on sales of it's core products in the short term, however, Fiat has to reinvent Chrysler with new products and distance Chrylser from old perceptions of product and quality.
You really don't want to embrace the past too tightly with Chrysler right now as the public has a bitter taste of the bankruptcy and of far too many ill executed mediocre products that you at least want the public to question, if not forget when new and exciting Chrysler products are introduced under the leadership of Fiat.
isaacl says:
09:35 AM, 01/ 4/10
not that i even care about Chrysler or any of its meager automotive offerings...
but i agree with roar02ram.... what happening to showing off the 90's? Of course, the only things noteworthy there where the Viper and the Stealth Twin Turbo. Never mind.
minibro77 says:
12:09 PM, 01/ 4/10
tp660:
The Dodge Logo will change and will not have the Ram any longer. I have seen newer rams and they have the same logo but only say "Ram" instead of "Dodge."
rsholland says:
01:05 PM, 01/ 4/10
Out of curiosity, I went to the Dodge web site, and there is no longer any mention of the Sprinter vans.
I know Chrysler and MB were going to end this relationship, with Fiat supplying the next-gen Ram vans, but I didn't think Chrysler and MB would have ended this relationship so soon.