Chrysler PT Cruiser Bursts Through DaimlerChrysler Corporation Headquarters
3 April 2000Chrysler PT Cruiser Bursts Through DaimlerChrysler Corporation Headquarters
AUBURN HILLS, Mich., April 3 Motorists on Michigan's Interstate-75 will be astonished on April 3 when they see the segment-busting Chrysler PT Cruiser bursting through the DaimlerChrysler Corporation Headquarters. To celebrate the highly anticipated arrival of the all-new 2001 Chrysler PT Cruiser in dealership showrooms in Detroit and across the country this month, the 15-story building has been wrapped with an adhesive-backed, vinyl covering that depicts a three-dimensional Chrysler PT Cruiser bursting through the Auburn Hills headquarters. "Since we first showed the PT Cruiser at the 1999 North American International Auto Show, there's been a constant buzz among consumers and journalists so we wanted to make its official debut fun and memorable," said A. C. (Bud) Liebler, Senior Vice President of Marketing, DaimlerChrysler Corporation. "Wrapping a high-rise building is an ambitious and out-of-the- ordinary concept that matches the innovation of the PT Cruiser as 'Cruisermania' continues to accelerate." The PT Cruiser wallscape is the first of six similar oversized wallscapes that will appear across the country on May 1, just after print and television advertising begins nationally. The wallscapes will go up on huge, oversized billboards in the heart of Chicago, Los Angeles, Miami, New York City and San Francisco. The feat, which took four days to complete on the Auburn Hills headquarters and will remain up during April, was accomplished by Grafika, based in Troy, Mich. "Chrysler PT Cruiser has an emotional draw that serves as a beacon for the Chrysler brand without regard to gender, age, education or income," said Liebler. "It blends many characteristics to create an all-new vehicle segment in America." More than a quarter-million potential buyers have already requested additional information about the PT Cruiser. The first formal advertising campaign for the PT Cruiser breaks on April 22 with seven television spots and 17 print pieces. The Chrysler PT Cruiser transcends traditional automotive expectations by creating a new segment with no direct competitors in North American markets, and few comparable vehicles in Europe or Asia, where it also will be sold. Chrysler PT Cruiser's combination of size and versatility will draw attention from various segments of the market including small cars, mid-size cars and smaller sport-utility vehicles. At 168.8 inches, the overall exterior length of the Chrysler PT Cruiser is equal to the size of a small car to provide nimble handling, yet its EPA interior volume of 120.2 cubic feet rivals that of a full-size sedan. Additionally, the functional and flexible interior gives consumers the cargo carrying capability of a light truck. "The automotive press is already calling the Chrysler PT Cruiser one of the most significant new vehicle introductions in the last 35 years," said Liebler. "This vehicle once again shows what this corporation is all about -- innovation, creativity and the ability to provide cars and trucks that create an emotional, passionate link with our customers."