Chrysler Dealers Hate Their New Advertisements

Edward Niedermeyer
by Edward Niedermeyer

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.

Join the conversation
4 of 30 comments
  • BlueBrat BlueBrat on Dec 09, 2009

    I don't get that ad at all.

  • Nutsaboutcars Nutsaboutcars on Dec 09, 2009

    The Ram ads are moronic. Maybe the intended demographic are no Einsteins either? But the Chrysler 300 ads are ludicrous, what the eff has the Burmese Dissident have to do with some bankrupt Detrpoit automaker that is in bed with the most unreliable, cheapo Euro Automaker?

  • Michael Curwood Michael Curwood on Dec 09, 2009

    This is the same story from Acura to Volvo - Regional dealer groups hate national creative because its too broad, and the local dealers hate the regional ads because its not about price.

  • Joeaverage Joeaverage on Feb 07, 2011

    Mount some cameras on the bumpers of Jeeps and film a few friends going down a trail or dirt road to go camping. Let the Youtube enthusiasts make some DIY commercials. I've seen some VW Synchro YouTube videos that even make we want one of those. Offer $5K for each video made by a Jeep owner and used on TV.