Chrysler: Imported From Detroit. I Mean Turin. I Mean…
Published: November 22nd, 2011
Share
{
"id": "9103786",
"alt": "",
"title": "",
"video_link": "https://www.youtube.com/embed/8-INdpHQnHY",
"youtube_video_id": "8-INdpHQnHY"
}
{
"width": 634,
"height": 357,
"showRelated": true
}
Chrysler’s latest “Imported From Detroit” ad, which seems to be trying to convince itself to “see it through,” continues the brand’s recent tradition of associating itself (perhaps a bit too closely) with the trials and tribulations of the city of Detroit. That approach, like the 300 itself, might play well in parts of the US market… but Chrysler needs its cars (and ads) to do more. Imagine how this ad might go over in Berlin or Milan, and you might catch a glimpse of Chrysler’s larger challenge: making its cars relevant globally as both Chryslers and Lancias.
More by Edward Niedermeyer
Comments
Join the conversation
I don't see the problem. Lancia has been effectively dead for decades. They've been pulled from some markets, having consumed their brand equity by selling rebadged FIATs that rusted at a visible pace. The last 'Lancia' Lancia was the tremendously flawed Lancia Gamma of 1976-1984. Even then the volume Lancias were FIATs in all but name. And the one real Lancia wasn't any better, being prone to engine failures induced by turning the steering wheel, which caused the power steering pump to throw its drive belt, which also happened to be the timing belt. Whoops. In some ways Lancia and Chrysler are very much alike. They both once had a formidable reputation for engineering and quality, and they both squandored those reputations by selling cars that were attractive but made out of crud.
I'm sure that numerous Phd dissertations have been written about the powerful psychology of brand names -- especially brands that shamelessly live off past glories. As consumers and car enthusiasts, all we can do is keep our wits about us. Buy the car you like best. Don't worry about the name on the nose or fraudulent appeals to patriotism.
It's clear what is going on here. I don't think the sh__'s going to stick to the wall, though. Would appreciate more perspective from European readers on why these guys find it so important to hang on to the Lancia name.
I don't give a damn where it's from. I'm about to buy my 3RD Chrysler 300. Trading from SRT8 2006 to SRT8 2013. http://www.youtube.com/watch?v=kN9ECB3FsdQ