DETROIT: Chrysler, the smallest of America's ailing 'Big Three' automakers, is to start running ads featuring all of its Dodge, Jeep and Chrysler marques, as well as combining sales for all three brands across its 3,200 dealerships.
Speaking at a briefing to reporters in Detroit, Jim Press, Chrysler's vice chairman, said the auto market was home to a surfeit of brands, and consolidating the advertising and sales structure would simplify the purchase process.
General Motors has previously used multi-brand ads, a strategy Chrysler is adopting as part of its efforts to reverse a 30% year-on-year sales decline in 2008.
Steven Landry, the company's North American executive vp for marketing, sales and service parts, said that future ads for specific brands will focus solely on factors such as quality, safety and fuel efficiency.
The Chrysler Group cut its US adspend from January to September last year to $579 million (€452m; £402m) from $866 million in 2007.
Speaking at a briefing to reporters in Detroit, Jim Press, Chrysler's vice chairman, said the auto market was home to a surfeit of brands, and consolidating the advertising and sales structure would simplify the purchase process.
General Motors has previously used multi-brand ads, a strategy Chrysler is adopting as part of its efforts to reverse a 30% year-on-year sales decline in 2008.
Steven Landry, the company's North American executive vp for marketing, sales and service parts, said that future ads for specific brands will focus solely on factors such as quality, safety and fuel efficiency.
The Chrysler Group cut its US adspend from January to September last year to $579 million (€452m; £402m) from $866 million in 2007.
Data sourced from AdAge.com; additional content by WARC staff
