Chrysler’s Cool Billion

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Chrysler’s Cool Billion


Posted Monday, September 21, 2009 - 5:38pm

Chrysler is a basket case, right? Starved for new products while former owner Cerberus Capital Management tried to stave off bankruptcy, then officially bankrupt, now under the control of Fiat, but with no snappy new Fiat imports online for a couple of years. Still, the perennially smallest of the Big Three, like all car companies, spends a lot of money on advertising. Around a billion annually, in fact. So while the Pentastar may not exactly be cool right now, its ad budget certainly is. And it’s up for grabs, as Chrysler has expressed a desire to move away from current agency BBDO. Regardless of who wins—and there are numerous competitors in the game—it’ll be interesting to see if Chrysler begins to do repositioning ads for the entire company, now that it has been joined with Fiat; or whether it will simply explore new ways of selling its existing vehicles, especially its top-selling Dodge Ram pickup when the full-size pickup market inevitably bounces back.


Article Link:Chrysler’s Cool Billion | The Big Money