New Ads Tout Chrysler's "German Engineering"

[Perian]

Link: wsj.com

The Wall Street Journal - 06/15/06


In a bid to pump up flagging sales, DaimlerChrysler AG's Chrysler Group is preparing to launch a marketing campaign in the next few weeks that highlights a touchy subject -- the U.S. division's close ties to the company's Mercedes luxury brand.

Though the ads will mention just "German engineering" without mentioning the Mercedes name, the move will mark the strongest link in the auto maker's marketing between Chrysler and Mercedes. While it could add some shine to Chrysler's models, it could pose a risk of watering down Mercedes's image.

In a series of commercials and advertisements, Chrysler plans to play up the "German engineering" that goes into its vehicles. The campaign should begin late this month or in early July. Chrysler's major advertising campaigns haven't emphasized the ties between the two, though Mercedes parts and design elements have crept into Chrysler models in recent years.

Chrysler spokesman Jason Vines declined to discuss the campaign in detail but acknowledged it will "emphasize the benefits of the merger" in 1998 that created DaimlerChrysler, of Stuttgart, Germany, and Auburn Hills, Mich., and is designed to make Chrysler "stand out" from its mass-market competitors.

In an interview yesterday with Detroit radio station WJR, Chief Executive Dieter Zetsche said the marketing effort "will point out, stronger than we did in the past, that...lots of German engineering has an impact on our Chrysler vehicles, which sets them apart. That is one message we will convey very, very strongly."

For years after the merger that created DaimlerChrysler, the company maintained strict rules about keeping the upscale Mercedes brand separate from its mass-market U.S. nameplates -- Chrysler, Dodge and Jeep. And Mercedes engineers resisted efforts to share components.

That began to change after Mr. Zetsche was sent to Detroit in 2001 to turn around Chrysler. He used Mercedes components to launch some Chrysler vehicles quickly and inexpensively. The Chrysler Crossfire was a redesigned version of the Mercedes SLK roadster. Borrowing heavily from Mercedes engineering, Chrysler developed a rear-wheel drive chassis that is used to produce the Chrysler 300 and Dodge Charger sedans. Soon the Jeep Grand Cherokee and other models will be offered with the same diesel engines used in Mercedes vehicles.

Mercedes executives have feared that the luxury brand might lose some esteem if its technology is available in Chrysler models selling at half the price.

Article continues at link.

[69Firebird400]

Don't bite the hands that feed you, DCX!

Also, isn't the phrase "German engineering" already associated with Volkswagen, as is VW's "German reliability?"

[civilzues]

its good to see that the big2 are still about being american! thats right-THE BIG TWO

[jro4566]

"German engineering isn't that great you know"...

...coming from a 300C owner.

[surferdude00711]

That is so perfect- VW owns them. Talk about lowest ego emissions- who the hell does Chrysler think they are, Mercedes?

[rsbaker]

I quess this officially makes Chrysler/Dodge/Jeep "foreign cars".

[vdoh182]

Heres some great German Engineering

http://www.cnn.com/2006/AUTOS/06/14/...mon/index.html

[parakleets]

GMI-ers, let's not forget the "German engineering" that is going to go into most future Saturns, and the "Australian engineering" that is going into future, RWD Buicks, Pontiacs, and Chevys. Ford fans should not forget about the German, Swedish, and Japanese (and soon, Australian) engineering, which makes FoMoCos current car line-up possible! It is an international business, folks!

[njtex]

1. Oh that's right, I almost forgot that the Hemi, pickup trucks, and V8 sedans were invented by the Germans! I really didn't want to buy one of these before because I thought they were all American ideas.

2. The German/Mercedes advertising theme did wonders for Crossfire. I'm sure it will do the same for the rest of the line!

3. If DCX really wanted to capitalize on the benefit of German ownership, they should have advertised "Chrysler, 50% more reliable than Mercedes according to the latest JD Power Report"!

[njtex]

Originally Posted by parakleets

GMI-ers, let's not forget the "German engineering" that is going to go into most future Saturns, and the "Australian engineering" that is going into future, RWD Buicks, Pontiacs, and Chevys. Ford fans should not forget about the German, Swedish, and Japanese (and soon, Australian) engineering, which makes FoMoCos current car line-up possible! It is an international business, folks!

This isn't really the issue with this thread but your point is taken. It's the fact that DCX seems to be getting desperate to the point where they believe that advertising Chrylser's "Germaness" will help them get sales. IMHO it will be as effective as advertising the "Americaness" of Chrysler cars!

[jzEllis]

Originally Posted by surferdude00711

That is so perfect- VW owns them. Talk about lowest ego emissions- who the hell does Chrysler think they are, Mercedes?

aaah yeah!

[jzEllis]

Originally Posted by njtex

1. Oh that's right, I almost forgot that the Hemi, pickup trucks, and V8 sedans were invented by the Germans! I really didn't want to buy one of these before because I thought they were all American ideas.

2. The German/Mercedes advertising theme did wonders for Crossfire. I'm sure it will do the same for the rest of the line!

3. If DCX really wanted to capitalize on the benefit of German ownership, they should have advertised "Chrysler, 50% more reliable than Mercedes according to the latest JD Power Report"!

hehee ehehe heee hehehe,...that last line was good

[megeebee]

I can understand Mercedes' skidishness on this subject. They are in a precarious position. Mercedes finished 25th out of 37 brands in the latest JD Power Initial Quality Study with 139 problems per 100 cars. Porsche was on top with 91 per 100, then Lexus. The industry average was 124 per 100. The very bottom was Land Rover with 204 per 100. Volkswagen was 2nd from the bottom with 171. (Even Scion was in a place I didn't expect to find it. Below Mercedes on the list with 140). Then in 27th place was BMW with 142. Audi did a bit better than it's other German rivals at 130 per 100. I don't know if boasting about German Engineering is such a good idea.
By contrast, Jaguar was 5th with 109 per 100 The best GM showing was Cadillac in 7th place with 117.
(Source: Automotive News, June 12,2006 crediting JD Power Assoc.)

[kenman923]

They might as well make the most of their relationship with Mercedes.

[usa1]

German engineering means nothing. The Ford GT is proof that Ford can design a car that can smack around any Ferrari or Porsche when Ford wants to and they don't limit themselves on price. The Corvette is proof that GM can make a car that can humiliate Porsches and Ferraris that costs 2 to 3 times the cost. Nitpicks on the Corvettes interior all stem from that car being 2 to 3 times less expensive. Porsche fans are relegated to talking about highly subjective and laughable attributes about Porsches like their "feel" and "poise" since their performance is second rate.

Here's what German engineering means today:

1. Vehicles that are overly complicated.
2. Vehicles that are loaded with technology that most people do not want or need.
3. Vehicles that are costly to repair.
4. Vehicles that are unreliable.
5. Vehicles that costs much more than comparable vehicles.
6. Vehicles that, for the money, have very poor quality.
7. Etc.

Mark