Chrysler promotion abroad to stress 'American'

[nadepalma]

source: http://www.just-auto.com/news_detail...t=50603&dm=yes

USA: Chrysler brand promotion abroad will stress 'American'
19 Jan 2006
Source: just-auto.com editorial team



Chrysler’s chief of global marketing, sales and service, Joe Eberhardt has outlined a new global brand strategy dubbed "Brands Beyond Borders" and said the Dodge brand, in particular, would be expanded worldwide.

"Chrysler Group believes it's only fair that we take the fight to our global competitors in markets where it makes sense for us," said Eberhardt, speaking at the Automotive News World Congress in Detroit. "We are launching a major effort to take Dodge to international markets based upon Dodge's very American core values."

Using examples of companies in other industries with strong brand identities, Eberhardt described how successful brands represent all things that matter to customers and how strong brands have the power to create consumer preference for those products the brands represent.

For the Chrysler brand, he provided examples of recent product successes, such as the Chrysler 300, which help to redefine the brand as refined, expressive, athletic and passionate, but at segment leading values.

Noting that the Chrysler brand's identity is defined by the founding values and strategy of Walter P Chrysler, Eberhardt quoted him as stating, "Chrysler Automobiles will offer performance and excellence at a low cost - cars that will outperform Packards and Pierce Arrows for one-third or one-half the price."

The Jeep brand is expanding at both ends of the price spectrum, Eberhardt noted. "Our strategy with Jeep is to expand the brand at the upper end and entry level while staying true to the brand hallmarks of freedom, adventure, mastery, authenticity and capability while maintaining the brand's global appeal."

Eberhardt said Dodge would expand globally as the company intends to reinforce its brand identity with full-of-life, street-smart people with strong self-expressive tendencies who like to drive bold, powerful cars and trucks.

The company plans to take a different approach to global expansion compared to previous attempts. Chrysler, Jeep and Dodge brand vehicles will be presented as distinctly American products that communicate a consistent identity from market to market.

Chrysler Group sells vehicles in more than 125 countries and in each of those locations the company has learned that American brands have appeal around the world. However, Chrysler and Jeep products were the brands that were most actively promoted by the company in foreign markets. Eberhardt said the company's retail strategy is to sell Dodge vehicles alongside Chrysler and Jeep products at existing dealer outlets.

Dodge would eventually expand globally and showrooms were designed in a modular way to incorporate the eventual arrival of Dodge.

"Respect for heritage is an important part of understanding what our brands represent," said Eberhardt. "Dodge has been an American icon for 90 years and we believe that many consumers outside of North America will relate positively to its core values."

As the company continues its global expansion, Eberhardt identified five primary tenets of branding that have driven successful results for the Chrysler Group: clearly define your brand, don't try to be something you're not, take some risks, stand behind your controversial decisions, if they make sense and have a strategy and “execute, execute, execute”.

[Perian]

Boy is the above sanitized...

Here's the real story. It's all about SEX.

From Automotive News:

DETROIT -- The Chrysler group will launch Dodge in Europe this year with a major boost from S-E-X, says Joe Eberhardt, the company's marketing chief.

Dodge, which has a reputation for in-your-face marketing in the United States, will use a non-traditional approach in Europe too, Eberhardt told the Automotive News World Congress on Wednesday.

For example, Dodge will use six e-mail messages to attract young Europeans to the Dodge Caliber, Eberhardt said. The e-mail ads, which feature twentysomethings tattooed with the Dodge logo, are laden with sexual innuendo.

"Befitting a brand that appeals to people who live on adrenaline, our marketing approach definitely will include some bold, non-traditional elements," Eberhardt said.

Chrysler will market its vehicles in Europe "as distinctly American products that embrace a consistent brand image from market to market," Eberhardt said.

"Why would a European want to buy a European 'wannabe' car when he or she can already get the real thing?" he asked.

[Geotpf]

I dunno if this is a good idea. America isn't too popular in many parts of the world today.

[uujjj]

The only way America is going to reduce the trade deficit and revive manufacturing is if American companies start aggressively marketing their products in export markets.

[nadepalma]

Originally Posted by uujjj

The only way America is going to reduce the trade deficit and revive manufacturing is if American companies start aggressively marketing their products in export markets.

Agreed -- there is probably more to it than that, but certainly getting goods manufactured in the US sold around the world would help this. Besides, right now the US has a favorable exchange rate with Europe since the dollar has lost value against the Euro (though it has risen recently against the yuan). That should help to make the Caliber a competitive vehicle across the pond -- at least in the EU bloc nations using the Euro. The UK isn't it the monetary union as fo yet so Dodge would probably be better served to concetrate on Ireland and the rest of the continent.

[kenman923]

It's funny how a German owned car company would stress "American"

[johnny smallblock]

Originally Posted by Geotpf

I dunno if this is a good idea. America isn't too popular in many parts of the world today.

Quite the contrary. America is, and always has been, very popular around the world. Some people are put off by our current leadership, and are somewhat confused by their broad support here.

What people love about America and Americans is that we have an enthusiatic confidence that we can roll up our sleeves and get anything done. And that we're willing to find a way to make it work.

If Dodge can tap into that, and there's no reason why they can't, they will do very well abroad. Though it will be funny to see them pitch a car with European underpinnings as being uniquely American.

[Sholt_c75]

DETROIT -- The Chrysler group will launch Dodge in Europe this year with a major boost from S-E-X, says Joe Eberhardt, the company's marketing chief.


Hmmmm... "naked woman on Dodge Challenger Concept" come to mind?

[nadepalma]

Originally Posted by johnny smallblock

Quite the contrary. America is, and always has been, very popular around the world. Some people are put off by our current leadership, and are somewhat confused by their broad support here.

What people love about America and Americans is that we have an enthusiatic confidence that we can roll up our sleeves and get anything done. And that we're willing to find a way to make it work.

Agreed. Some folks won't agree with us overall and they don't understand us completely -- and that's fine. They don't live here and they don't have to get "it" or understand why/how we vote or do the things we do. Just like I'll never completely understand Europe or China or political leaders around the world. But I must say that it's Ironic in away. I have family and friends around the world (Italy and Venezuela mostly) and they seem to hate us or like us for the same reasons. Some folks are abroad are in love with the "Cowboy-ness, get it done" attitude or just plain "Americana" -- and some foreigns now hate us for the very same reason! Go figure.

Originally Posted by johnny smallblock

If Dodge can tap into that, and there's no reason why they can't, they will do very well abroad. Though it will be funny to see them pitch a car with European underpinnings as being uniquely American.

, I'd like to see what they come up with as well! No doubt that it's going to be interesting how foreign markets react to it.

[AdmiralViscen]

You are right to seperate the idea of America from contemporary American politics, but people worldwide don't think much of American cars. So this ad campaign is still a bad idea, just not for the "everyone hates America" reason.

[2648562]

A local dodge dealer here is running an ad on the radio touting a cure for "rice burner pudding". If Dodge was an American company it would actually be funny.

[powervette]

it may be successfull in some cases
Most of the customers of Korean Chevrolets in Poland are not very well educated people from country-side who still think they buy an American car.They point at their crappy Daewoo Matiz and say : "look I bought a Chevrolet'
There is also a TV-show something ala TopGear but much much worse.There is a section called "women' opinion" 3 attractive girls sit in a studio and make comments about tested cars.Once they tested a Daewoovrolet Lacetti and one of the girls said "I am giving it 9 per 10 points: it's cheap,affordable,has a big trunk and the most important thing IT'S AMERICAN"

BTW the say girl gave Astra GTC 3 points ,she didn't like it because "it may be attractive but it's still an Opel"

[asim]

These people better start doing something...

[nadepalma]

Originally Posted by powervette

it may be successfull in some cases
Most of the customers of Korean Chevrolets in Poland are not very well educated people from country-side who still think they buy an American car.They point at their crappy Daewoo Matiz and say : "look I bought a Chevrolet'
There is also a TV-show something ala TopGear but much much worse.There is a section called "women' opinion" 3 attractive girls sit in a studio and make comments about tested cars.Once they tested a Daewoovrolet Lacetti and one of the girls said "I am giving it 9 per 10 points: it's cheap,affordable,has a big trunk and the most important thing IT'S AMERICAN"

BTW the say girl gave Astra GTC 3 points ,she didn't like it because "it may be attractive but it's still an Opel"

This is a pretty interesting perspective. No matter if the cars they sell in Europe are Daewoo derived or not, GMDAT is still part of GM and GM is an American company. I know that when I see a Pontiac GTO -- I know that its an Aussie built Holden -- but I don't think that takes away from it being "American" necessarily. God knows the older Daewoo based models (like the Rezzo/Tacuma) aren't the best but the new ones seem to be quite good -- especially the Aveo, Epica and Captiva (but I'll wait for a review someplace). Which makes me wonder if people look at them differently cause they are Korean made (or designed) or just cause they have a Chevy badge. When you see a Ford in Europe, do people think that they're "American" or "German"? Is the Ford nameplate associated with America at all? We all know that Opel is a wholely owned part of GM, but do average Europeans make that connection and see it as "German" or "American" in that it's part of an American company?

Just wondering...I find this kind of an interesting topic -- if things are "American" or not just b/c of their site of assembly, regardless if the parent company itself is American or not. Good to see other perspectives.

[powervette]

Originally Posted by nadepalma

This is a pretty interesting perspective. No matter if the cars they sell in Europe are Daewoo derived or not, GMDAT is still part of GM and GM is an American company. I know that when I see a Pontiac GTO -- I know that its an Aussie built Holden -- but I don't think that takes away from it being "American" necessarily. God knows the older Daewoo based models (like the Rezzo/Tacuma) aren't the best but the new ones seem to be quite good -- especially the Aveo, Epica and Captiva (but I'll wait for a review someplace). Which makes me wonder if people look at them differently cause they are Korean made (or designed) or just cause they have a Chevy badge. When you see a Ford in Europe, do people think that they're "American" or "German"? Is the Ford nameplate associated with America at all? We all know that Opel is a wholely owned part of GM, but do average Europeans make that connection and see it as "German" or "American" in that it's part of an American company?

Just wondering...I find this kind of an interesting topic -- if things are "American" or not just b/c of their site of assembly, regardless if the parent company itself is American or not. Good to see other perspectives.

Opel is perceived as 100% German,nobody actually knows what GM is and nobody knows that Chevy,Pontiac,Opel share the same engines(Ecotecs).I always tell my father I am pro-GM,he never knows what I am talking about.
It will be funny when Opel launches the GT,I bet noone will know that it's U.S-made.
Ford also German,but of course everybody knows that for ex.a Mustang or a Ford pick-up are U.S-made.