Chrysler Makes A Break for New Image

16 January 2008

DETROIT: The Chrysler Group is preparing to launch a $25 million (€16.7m; £12.6m) advertising campaign aimed at fixing its 'broken' image.

The BBDO commercial, slated to appear next month, attempts to persuade US autobuyers that the company has changed and that its vehicles are as reliable as those of its overseas competitors.

Chrysler, acquired from German giant Daimler last year in a private equity deal, has suffered consistently from build-quality image problems.

Its three brands, Chrysler, Dodge and Jeep, all rank below the industry average and languish near the foot of the 35-model ratings listed in the J D Power & Associates 2007 Initial Quality Study.

Data sourced from; additional content by WARC staff