By on January 5, 2010

The very first post-bankruptcy, Chrysler-brand advertisement was a true re-badge, literally replacing Lancias with Chryslers in the exact same advertisement. The second spot, which we ran yesterday, was a vague, year-end spot emphasizing history and heritage while showing only one modern car. Though it’s not a strict re-badge like the Lancia ad, the new Chrysler ad is, at the very least, based on some serious platform-sharing. Specifically the ad above, an Italian-language spot for the Fiat Group, is thematically identical to the Chrysler ad.

It starts with a shot of Fiat 508s, which bear more than a passing resemblance to the Airflow the Chrysler ad opens on (in fact, the Balilla would be restyled in a windtunnel for 1935, making it the second production car after the Airflow to receive the modern aerodynamic treatment). From there, the ads become even more similar, showing scenes of Fiats throughout history, and finally centering on Fiat’s hottest current model, the 500. The only real difference is the absence of the leather bag (symbolizing “the continuation of life with all Chrysler Group brands”) used in the Chrysler spot.

If you think the comparisons are a stretch, check out this piece in the Detroit News. According to the write-up, Chrysler’s marketing boss Olivier Francoise intends to:

duplicate what he did for Fiat, but on a shoestring budget that requires combining resources where possible and trying to come up with something that stands out in a crowded marketplace.

Combining resources. Shoestring budget. Chrysler Nassau. If Fiat’s going to rebadge cars, why not get twice the sales per advertising “architecture” as well? The prosecution rests.

Get the latest TTAC e-Newsletter!

5 Comments on “Fiat Indulges In More Advertising Brand Engineering...”

  • avatar

    And what is wrong with reproducing a commercial for the US market.
    I’m 1000% sure that you would find fault with them making brand new commercials (as you have) with tax payers money, and would crucify them again for “not being smart” with “our money” … why would they not just get a film crew together and redo a successful piece they used in Italy?
    I say “Bravo Chrysler!” You are making due with what you got. And judging from the previous slam on the Chrysler commercial …. a lot of people liked it.

  • avatar

    So What?

  • avatar

    Oh and the last sentence of this piece speaks volumes “The prosecution rests”.

    What are you procecuting?

  • avatar

    Edward – bailout or not, Chrysler needs to continue its marketing operation in order to have any chance of survival. The spots featured today and yesterday spot are nothing out of the ordinary and don’t really warrant that much attention or discussion. Chrysler are still allowed to run their own company even though taxpayers are their largest stock holder.
    I didn’t like the auto bailouts either but I also never did see any matching outrage or column inches devoted to asking energy companies what they did with all those billions of dollars worth of subsidies and tax breaks that they got over the last 10 years (or maybe those military contractors who have been getting fat on no-bid contracts). The only difference between this administration and the current one is which industry they choose to waste our money on.

  • avatar

    Fiat advertising could really help Chrysler, which really needs to change its brand perception. I think good things will come out of Fiat branding. It hasn’t yet, but it should.
    For 3 more bad videos, and one good one- check this out:

Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

  • Re: Automotive News Late, Wrong On Cadillac XTS De-Livery News

    Compaq Deskpro - I don’t understand why anyone would leave behind fleet sales. Sounds like the Escalade will continue to be the only real...
  • Re: Don’t Buy a 2015 Buick Regal

    Davekaybsc - I really wanted to like the Regal. It looks “fine” no worse than any other midsizer, it’s FAR quieter than most, handles surprisingly...
  • Re: Don’t Buy a 2015 Buick Regal

    SatelliteView - So gasoline engine can’t be “techie”??? you think 1990s gas engines are same as 2010s gas engines??? And then, diesel engine is a new,...
  • Re: 2015 Subaru Legacy Rental Car Review

    tonycd - “Value isn’t just ‘what it costs’, but ‘what you get’.” Yep, there we agree 100%. “The Outback is a damn big...
  • Re: Don’t Buy a 2015 Buick Regal

    matador - They won’t have to worry about me for now. Can I purchase a 2015 Regal in 10 years, though?
  • Re: Don’t Buy a 2015 Buick Regal

    SatelliteView - Are you sure your car is non-American? Where was it assembled and what nationality is its parts content?
  • Re: Crapwagon Outtake: 1987 Buick Regal Turbo

    DenverMike - Why would they *need* to pull a “fast one” on the suits? See that’s what I’m talking about. The over all FU to enthusiasts...
  • Re: Piston Slap: The Fallacy of Aftermarket Performance?

    mazdaman007 - I put on 215/45R18 and according to the calculator the new circumference is 80.5 inches vs 78.8 inches for the stock. It...
  • Re: Don’t Buy a 2015 Buick Regal

    z9 - If I find a huge discount off MSRP on a car, it can be very attractive, but I really need to want the car. That would work for one-of-a-kind models — if I...
  • Re: Don’t Buy a 2015 Buick Regal

    Luke42 - I’m 36, and I’m in to the “nice but not ostentatious” approach to things. There’s nothing wrong with Buick from that perspective....

New Car Research

Get a Free Dealer Quote


  • Contributing Writers

  • Jack Baruth, United States
  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Vojta Dobes, Czech Republic
  • Matthias Gasnier, Australia
  • W. Christian 'Mental' Ward, United States
  • Cameron Aubernon, United States
  • J Emerson, United States