Chrysler Provides Update, Discusses Niche Marketing Efforts
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Jennifer Morand
Chrysler Provides Update, Discusses Niche Marketing Efforts
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."
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