It’s officially unanimous: literally everyone thinks the new Jeep, Dodge and Chrysler ads from Sergio Marchionne’s brain trust are crap. Sure, you knew that TTAC doesn’t think much of the spots, but were you aware that Chrysler’s dealer council has requested that Chrysler stop showing the ads? Sadly, Bloomberg only quotes one dealer on the plea, who explains that
it is a little difficult for us to understand because it is far different from what we were used to seeing. The message to us is that it is branding, branding, branding, and maybe that will work.
Last months sales prove that the “branding, branding, branding” approach hasn’t worked, and common sense tells us it won’t ever until Chrysler gets some worthwhile product together. Which might be why the Chrysler brand simply ripped off a Lancia ad for its latest spot (with, if anything, even less success). Chrysler has finally settled on a new agency, Minneapolis-based Fallon, but with a turnaround plan based so heavily on branding and marketing, and with dealers already unhappy, they’ve got their work cut out for them.