Multimedia

Chicago Auto Show Blog

Chrysler Provides Update, Discusses Niche Marketing Efforts

Posted by: Jennifer Morand

Chrysler Provides Update, Discusses Niche Marketing EffortsSaad Chehab blog

Chrysler President and Brand CEO Saad Chehab delivered an update to the Midwest Automotive Media Association (MAMA) during its March meeting. Chrysler continues to leverage its "Imported from Detroit" campaign, a theme that was intended to resonate with consumers who are proud of where they come from and who are passionate about making a domestic car purchase. While that campaign message was conceived in the hopes it would have a positive impact on consumers – which it did according to 2012 sales – Chehab said the brand has decided to continue to take advantage of and capitalize on the campaign theme’s organic growth.

Carrying the well-established campaign theme through to new ventures, Chrysler is focusing more attention on niche marketing evidenced through newly-formed partnerships within the music and fashion industries. Recently, Chrysler partnered with the Broadway musical Motown to launch the 300 Motown Edition: a custom vehicle complete with pre-loaded Motown songs, mod white leather interior, throwback touches and meaningful nods to that era. The campaign core theme is "if cars are our hearts, music is our soul," continuing to play off of the "Imported from Detroit" message. Pricing will start at $33,145.

Click here to get a better glimpse of the inspiration behind the 300 Motown.

To tap into the fashion-forward audience, Chrysler formed another strategic partnership with highly-acclaimed fashion designer John Varvatos, who also happens to be "imported from Detroit." Chehab stressed the importance of the partnership as Varvatos is living proof that luxury can come out of Motor City, yet he stays true to his roots and heritage – a message he believes will resonate with Chrysler’s audience. The 2013 Chrysler 300C John Varvatos Limited Edition introduction aligned with New York Fashion Week with only 2,000 models produced, driving home the exclusivity message. Pricing begins at $43,645.

Click here for a deeper look inside the partnership.

When asked which manufacturer Chrysler views as its main competitor, Chehab explained that there isn’t one main competitor in Chrysler’s eyes, as the brand is not looking to appeal to just one type of consumer. Gone are the days of "traditional" forms of advertising where automakers rattle off product attributes; Chrysler takes into consideration the various forms of mediums consumed and opportunities for the brand to appeal to those unique audiences.

"We’re playing on the strings of who we are," said Chehab. "We’re not looking to be a luxury brand, but rather give consumers a high quality product that they can feel good about purchasing with their hard-earned money."
 

« Last Post Next Post »

View all Posts from this Blog

Follow Us Socially Using #CAS16

Blog

More

Thursday, February, 11, 2016

The Four Stars of the Chicago Flag

Here's how Chicago's four big events stack up, with a closer look at the Chicago Auto Show.

Wednesday, February, 10, 2016

Visit from Buick Avista

The Buick Avista will be making its Chicago debut starting this weekend. Come Saturday, the public will be able to ...

Wednesday, February, 10, 2016

Lexus LC 500 Redefines Luxury

One vehicle you don't want to miss is the Lexus LC 500, making its Chicago debut this weekend; the sleek, and ...

Wednesday, February, 10, 2016

It's Not Just the Auto Show Anymore

As I was dropped at McCormick Place this afternoon I thought to myself, this is not an unfamiliar location. I ...

Tuesday, February, 09, 2016

Expectations Exceeded Again at CAS

A year ago, a friend of mine left school for a week to go on a trip to Chicago.

Tuesday, February, 09, 2016

Round Two for CAS Intern-expert

With the show doors just days away from opening, I am more than excited to be back for the 2016 Chicago Auto ...

Tuesday, February, 09, 2016

What's the Buzz about all these Cars?

Most people are shocked when I say one of my favorite internships has been with the Chicago Auto Show. 

Tuesday, February, 09, 2016

Beauty if Found Amidst Chaos

Stepping into the Auto showroom was like a catwalk for cars. Bright lights flicker against the new detailed ...

Tuesday, February, 09, 2016

Small Town Girl Meets Big Time Media

As someone from a town of fewer than 10,000 people, driving to Chicago was an intimidating for me. Traffic seemed ...

Tuesday, February, 09, 2016

Journey to CAS Media Center

When I first heard about the internship with the Chicago Automobile Trade Association through Bradley University I ...

More

2/11/2016 9:56:57 PM

We're heading to The Chicago Auto Show tomorrow and will be live-streaming the latest and greatest in car technology! What tech are you most excited about seeing this year

2/11/2016 8:29:52 PM

1993

2/11/2016 7:08:02 PM

Guess what #CAS16 fans, we have a Snapchat!!! Get a recap from today's events by adding chicagoautoshow now! #snapworthy

2/11/2016 5:14:07 PM

The #CAS16 opening weekend is almost upon us, Feb. 13-14! Our friends at Fifth Third Bank are providing the only discount coupons to fans; just stop in a local branch to get yours or click here: bit.ly/1PASdn7 (code: 53Weekend

2/11/2016 4:16:18 PM

Media Sprinted to the debut of Mercedes-Benz #Sprinter Working Van and the Sprinter Extreme Concept! #CAS16

2/11/2016 4:07:03 PM

Hey #CAS16 fans, don't miss a chance to win Chicago Auto Show themed prizes! Stay tuned on social media and when you see #ispyatCHI, find the mystery location to win! http://bit.ly/1W7WGy5

2/11/2016 3:29:04 PM

Toyota USA unveiled #TRDPro! Read about it here

2/11/2016 1:56:47 PM

a few shots from today at The Chicago Auto Show #CAS16 #Honda

2/11/2016 1:39:25 PM

what is family day

2/11/2016 1:35:53 PM

Infiniti debuted its new Q50 engine lineup! #CAS16

More

2/12/2016 3:39:35 AM

RT @Kia: Is it love at first sight? Say hello to Kia’s first plug-in hybrid unveiled today at the @ChiAutoShow. #KiaOptima https://t.co/VuO

2/12/2016 3:19:50 AM

RT @CCofChicago: #TBT photo of last yrs @ChiAutoShow #FirstLook event Co-Chairs, @LaurenPettyNBC (our Emcee) & her husband! #FLFC16 https:/

2/12/2016 2:40:42 AM

RT @theCouponista: Plan your stay-cation for the @ChiAutoShow at @HyattMcCormick with these great packages! https://t.co/5XgHPthFUG #Travel

2/12/2016 2:25:50 AM

RT @BurgerBarChi: AUTO SHOW SPECIAL: Show your Chicago Auto Show Ticket or Pass, get 10% OFF FOOD! Through Feb. 21st. @ChiAutoShow #CAS16

2/12/2016 1:51:52 AM

@dailyherald @ChiAutoShow That's...not really the right direction. What will sell to affluent suburban buyers instead of lux SUVs? T-E-S-L-A

2/12/2016 1:47:33 AM

RT @ChiAutoShow: Guess what #CAS16 fans, we have a #Snapchat!!! Get a recap from today's events by adding chicagoautoshow now! https://t.co

2/12/2016 1:20:05 AM

RT @LingenfelterRG: Chicago Blackhawks #CamaroSix #CAS16 @ChiAutoShow https://t.co/T5TR5Lq9hT

2/12/2016 1:19:11 AM

RT @LingenfelterRG: Looking good - Those eyes!! 2017 Camaro 1LE debuts @ChiAutoShow #Camarosix #Camaro #HorsePower https://t.co/DOex66HbnZ

2/12/2016 1:09:18 AM

RT @Kia: Is it love at first sight? Say hello to Kia’s first plug-in hybrid unveiled today at the @ChiAutoShow. #KiaOptima https://t.co/VuO

2/12/2016 1:03:25 AM

@ChiAutoShow I'm little sad this yr. Its tradition to go to Auto Show on Feb 12, my bday. It's a day late this year.2nd yr in a row (rarity)