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Promotion Problem
Minivan launch raises questions in Chrysler's marketing department

Introducing the minivans enables Chrysler to strengthen its brand images, analysts say.

"Dodge is the strongest," Liebler says. "'Bold, powerful, capable' were the words used 15 years ago. They are still going that way. Jeep has gone astray, trying to be too many things to too many people.

"Chrysler is still trying to find its soul," he says. "What is its center? What is the core? I was there when the PT Cruiser was named a Chrysler, so I am not pointing fingers. But is it really a Chrysler, or does that confuse the brand?"

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