Chrysler Touts Quality in New Ad Campaign, Attacking Toyota’s Brand – Seriously?
Chrysler, the perennial bottom feeder on quality awards and reports, is planning on embarking on an Ad campaign highlighting their quality. Apparently, they think they can compete directly with Toyota’s known reputation for quality. Seriously.
This shocking news comes from a Forbes story where Chrysler’s Group’s head of marketing, Olivier Francois reportedly said that he “wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style,” but to “take back the lead in these four things.”
Apparently, the plan is to alter the “Imported from Detroit” campaign to just be “Imported” as a way to position Chrysler as a genuine competitor for imports makers like Toyota or Audit.
While it is true that the “Imported from Detroit” campaign has been great marketing for Chrysler as a reminder to the American public that they survived the bailout and haven’t closed, attacking Toyota’s quality reputation as a next step seems like a stretch. As has been reported on this site several, several times, Chrysler products are rarely known for quality. Rather they are known for quality lapses and poor ratings.
In fact, there have been many comments on forums that point to the Ram 1500 – Truck of the Year – being delayed due to “constrained” parts supplies. These parts shortages are linked to the new truck features like the air suspension and eight-speed transmissions. The fact is that other truck makers have considered using these “innovations,” but decided against them with quality concerns (like Toyota).
Chalk this story up to another interesting (stupid) move by the twice-bailed out Italian owned car maker.
When you think of Chrysler, do you think “quality?”
Filed Under: Auto News