Auburn Hills, Mich. - 2/1/2008 -
Setting a new tone for the company, Chrysler LLC launches the New Day Celebration campaign that includes a new animated cross brand spot, titled “Listen to You,” eight product-specific dealer spots that highlight 12 vehicles. The advertising breaks regionally in 55 markets as part of Dealer Advertising Association (DAA) local buys around the Super Bowl on Sun., Feb. 3.

Overall, the campaign theme is based on the new Chrysler LLC direction as a company that listens to its customers and is committed to moving fast and responding to customer and dealer feedback. The eight retail-oriented product specific spots will highlight 12 specific vehicle value packages that are available starting in February for the New Day Celebration promotion.

The animated “Listen to You” cross brand spot features a young boy creating his own automotive company by listening to what people want. The spot closes with “It’s A New Day” and www.ChryslerListens.com. The overall theme of listening and giving customers more value is seen in the eight vehicle spots including the three spots (Chrysler 300 spot titled “Post It,” Dodge Charger spot title “Engine” and the Jeep® Grand Cherokee and Commander spot called “Blindfold”) which air Feb. 3.

“We’re moving fast to earn the trust of dealers and customers and prove that we are listening,” said Deborah Meyer, Vice President and Chief Marketing Officer. “In the first 60 days after Chrysler became private, we approved 260 line item improvements to our products.”

The overall media strategy for New Day Celebration focuses on four “breakthrough” February events including the Super Bowl, Daytona 500, Super Tuesday and the Academy Awards with national or locally purchased media either prior to the event, event programming or post event, as well as online advertising on AOL, Yahoo!, MSN & Google.

“Our intent is to be very strategic with media and online initiatives by being where high volumes of people will go prior to, during or after major events to create a dialogue,” said Meyer. “We have a great story to tell, about a company that is dedicated to putting the customer first and to improving the quality of everything we touch.”

Examples of Super Tuesday media include NBC’s Meet the Press hosted by Tim Russert, Nightly News special half-hour program, exclusive sponsorship of new Nightly News Online for the entire month of February and MSNBC’s “Morning Joe on the Road” featuring Joe Scarborough, former Florida congressman, and local news programming emphasizing the 22 states that contain February primaries.

The New Day Celebration is the first initiative to show Chrysler LLC is listening and placing customers first with new product features and the industry’s first online Customer Advisory Board, which will launch within the next couple of months. Details about the New Day Celebration product features can be found on ChryslerListens.com, Chrysler.com, Jeep.com, and Dodge.com home and vehicle pages.

“With all of the changes, we have the opportunity to really get back in step with the American public,” said Meyer. “Our task is to challenge old perceptions and build a new image that is strong and relevant to today’s consumers – and prove that it really is a New Day for Chrysler.”

The following New Day Celebration vehicle packages give customers more content at a tremendous value on 12 Chrysler, Jeep and Dodge vehicles starting February 1.

• Chrysler Aspen Limited package features no charge sun roof, no charge MyGig™ with ParkView rear camera, 18-inch chrome clad wheels, heated leather seats (first row), two-tone leather seats with embossed logo, two-tone leather wrapped steering wheel, premium floor mats and Signature Series badge. The Chrysler Aspen Limited G 4x4 includes $3,355 in value for a price of $1,855.
• Chrysler PT Cruiser LX Street Cruiser package includes deep tint sunscreen glass, 16” aluminum chrome clad wheels and tires, chrome bodyside moldings and lock *****, bright front door sills and accent ring cup holders, front and rear floor mats, “Street Cruiser Series” liftgate badge. The PT Cruiser LX Street Cruiser package includes $1,770 in value for $775.
• Chrysler 300 Signature Series will now include no-charge MyGig multi-media entertainment system with navigation and no charge two-tone trim seat. It also includes 18-inch chrome aluminum wheels, 18-inch all-season tires, all chrome grille, heated front seats, side curtain/side mounted air bags, power adjustable pedals, express up/down windows and rear view auto dim mirror. The 300 Signature Series feature package has a value of $4,330 for $2,580.
• Sebring Sedan features no charge MyGig entertainment system on the Sebring sedan Touring and Limited models which is a $650 or $300 value respectively.
• Sebring Convertible buyers also receive the no charge MyGig entertainment system on the Touring and Limited models, which is a $300 value.
• Chrysler Town & Country Touring Signature Series model features no charge dual DVD rear entertainment system, premium center stack bezel, remote start, electronic vehicle information center (EVIC) and Signature Series badge. The Signature Series package offers $2,200 of value for $695.
• Dodge Charger SE Plus features a 3.5-liter V-6 engine, electronic stability program (ESP), traction control, anti-lock braking system (ABS), 17-inch cast aluminum wheels, SIRIUS satellite radio, eight-way power driver seat, SXT interior upgrades (satin silver bezels, spears, etc.) premium floor mats and body side stripe. The Charger SE Plus package is $3,195 in content value for $1,400.
• Dodge Grand Caravan SE will feature Stow n’ Go® standard at no charge on the base SE for the first time. This is a $945 MSRP value.
• Dodge Caliber SE Plus package features air conditioning, Chill Zone™, air filtration and 17-inch aluminum wheels, which is a package value of $1,695 for $795.
• Dodge Avenger features the no charge MyGig entertainment system as standard equipment on the SXT and R/T models for a value of $650 or $300 respectively.
• Jeep Grand Cherokee and Jeep Commander features the no charge MyGig entertainment system with navigation on the Limited or Overland models which is a $900 value.

 

Now this (^^^^^) is really stunning. After killing the Crossfire and failing to support it properly for more than four years, Chrysler now posts a PR release that is four weeks out of date on our forum as if none of that ever happened. So are we supposed to stand up and cheer or something?

 

This post goes along with the new LLC mangements debut on the TV ads where they need yellow sticky notes to tell them what to do! I think this PR release does not belong on our forum, admin can you delete this whole thread?

 

I totally AGREE!

 

Okay - this stung a bit... Yes the article was a few weeks old, I knew that prior to posting it; I poked around the site and noticed that there wasn't anything in here referencing the Chrysler LLC New Day promotion; I simply thought it might be of interest to some members. Sorry if it struck the wrong chord with you guys.

Just to let you know, I've been checking in here and other automotive / CDJ enthusiast forums to see what people have been saying 'bout Chrysler LLC. You all have your own opinions and ideas about what Chrysler LLC has done in the past and what it should do next – now there’s a mechanism to collect, manage, and reference consumer generated insights regarding Chrysler LLC “the organization" and its products, brands, and promotions/incentives.

Clearly you all have an opinion – just wanted to provide a more constructive outlet for voicing your concerns. If you’re interested in making a submission, please visit the site and "TELL US WHAT YOU THINK"…

Go To: http://www.chryslerllc.com/en/chrysler_listens/?pid=Forum&adid=NEWDAY_ForumIntervention_Automotiv e_listens

It's important to note that when you visit the site/survey using the URL included in this post, Chrysler LLC is able to determine which site referred you. Feel free to share it with others.

Lastly, I think we can all admit that not every opinion is sound, not all advice is good, and not every recommendation is actionable. It’s a pretty safe bet that we’re probably not going to see immediate “cause and effect” kinds of results; proof will bear out over time. That having been said, if this post should mean anything to the reader it’s that Chrysler LLC is really interested to what you have to say. We've had hits and misses, and we're definately not perfect - I just want to add value to the forum. If this information is not useful I will discontinue posting. No harm no foul - Robin

 

Well now, let's see what we've got here.....

Chrysler was building what many considered the best domestic cars back in the '90s, certainly they were building them more cost effectively than Ford or GM and they were generally considered to have the most pleasing designs as well. Then the Germans came along and...... well they gave us the 300/Magnum/Charger and the Crossfire, but beyond they basically screwed the hell out of the company. Ripped it to shreds more like.

Then Cerberus comes along and picks up the pieces but, of course, inherits this mess. Looking at some of the people who have been hired to turn this ship around I'm looking forward to seeing what comes out of Chrysler in the next 5 years. My dad spent his career with Chrysler so I've got a bit of loyalty to the company, but I'm also not stupid - I won't blindly buy the Pentastar just because I get the family discount. But if they offer something I want when I'm in the market, they do get serious attention from me.

 

Robin-

How many quarts of oil does a Crossfire take? How much antifreeze pint, quart or gallon? How many spark plugs 4, 6, 8 or 10 ? What about a paper oil filter? Is buying a topsider worth it?
I all ready know the answers I own a Crossfire. I'm trying to find a way to express just how out in left field this "New Day Celebration Campaign" sounds here. People are not celebrating, many are unemployeed, struggling with all kinds of problems, but "oh joy" they can now get all these neat things for less money on a new car. Which by the way, isn't going to be a Crossfire. The word Crossfire wasn't there, this is a Crossfire forum, not a Chrysler LLC forum.
Please publish the "260 line item improvements to our products" for us to see. What has been approved explains just how "new" the day really is. Were any of the improvements about/for the Crossfire? If not why put your post here? It doesn't make sense. You could post it on a cooking forum or a classical music forum just as well.

I still am of the opinion that a sales/PR/promotion press release isn't what this forum is for. It does nothing to inform about Crossfires or help the members with their cars. It didn't even have the word Crossfire in it! What say ye RPM...delete?