Chrysler Group Pitching the All-New 2007 Chrysler Sebring to Chinese, Korean and Asian Indian Consumers
AUBURN HILLS, Mich., Nov. 22 -- The Chrysler brand is courting Asian American car buyers in Los Angeles, San Francisco and New York City with a pilot advertising campaign for the all-new 2007 Chrysler Sebring. The campaign -- which is directed at Chinese, Korean and Asian Indian consumers -- kicks off Nov. 27, 2006. To view the TV spots, please go to http://www.media.daimlerchrysler.com/ .
The centerpiece of the campaign is a 30-second television spot titled "Photo Album." There are three versions of the spot: in the Mandarin dialect using Chinese talent, in Korean using Korean talent and in English using Asian Indian talent. The spots will run on Chinese, Korean and Asian Indian cable TV and network stations. A Chrysler Sebring print ad in all three languages will run in Asian American newspapers and magazines.
"In today's world, diverse markets require specific marketing strategies," said Dave Rooney, Director - Chrysler Marketing and Global Communications. "Because our consumers are using an ever-expanding array of media, we are making a direct effort to reach out and communicate with them in venues they find most comfortable. This campaign for Asian American consumers does that in a very natural and respectful way."
"PHOTO ALBUM" -- The spot is based on the importance of family to the Asian American community. In all three versions, the new owner of a 2007 Chrysler Sebring demonstrates the vehicle's MyGIG(TM) Multimedia Infotainment System to a friend. MyGIG has a 20 gigabyte hard drive that includes Music Juke Box for organizing music and pictures to the hard drive. "There is nothing more important to me than my family," says the Chrysler Sebring owner to his friend. He proves it by proudly displaying digital photos of his family that are stored on the MyGIG system. The scene cuts to the friend sitting in his own vehicle, which is not a Chrysler Sebring. He has a friend too, and is showing him his own in-car photo album. Of course, it is not MyGIG. It is a revolving filing device attached to his dashboard. As he rotates the photos, the device malfunctions, sending pictures flying into the laps of both men, the seats and the floor. The spot closes with on-road driving footage of a Chrysler Sebring and a voice-over: "The new 2007 Chrysler Sebring ... With excellent fuel efficiency and the MyGIG Infotainment System, you can take your memories for a ride."
The ads will run on Chinese TV networks KTSF in San Francisco, KSCI in Los Angeles and WMBC-TV in New York; Korean network stations KTSF in Los Angeles and WMBC-TV in New York; and Asian Indian TV networks SET Asia, ZEE TV and Z Cinema.
The print ad will run in the following newspapers: China World Journal, Sing Tao, and China Daily News; Korea Central Daily News, Korea Times, Korea Sunday News, and Daily Sports Seoul; India Abroad and India West. The magazines are India Today and Indian Life & Style.
The 2007 Chrysler Sebring appeals to buyers who appreciate style, practicality, safety and value. Sebring's elegant and sophisticated design, packaged with interior craftsmanship, exciting new technologies and class- leading safety features, meet the needs of their busy lives.
Chrysler Sebring offers class-leading safety, with a combination of standard safety items not typically found in the mid-size-car segment, including standard side-curtain and standard front-seat-mounted side air bags and available Electronic Stability Program (ESP) with traction control.
Three engine options power the 2007 Chrysler Sebring sold in the United States: the new 2.4-liter four-cylinder World Engine (which gets 24 mpg city/32 mpg hwy), a 2.7-liter V-6 engine and an available 3.5-liter V-6 engine coupled with a new six-speed automatic transaxle with Auto Stick that provides 0-60 mph performance to rival the best in the mid-size-car class.
In addition to MyGIG Multimedia Infotainment System, the 2007 Chrysler Sebring also offers a unique combination of features not available on other mid-size competitors, including:
* YES Essentials(R) stain-resistant, odor resistant, anti-static seat fabric * Available DVD rear-seat video entertainment system that includes AM/FM stereo radio with MP3 capable CD/DVD Player, six-disc CD/DVD Changer and SIRIUS Satellite Digital Audio Radio (late availability) * Heated/cooled front cupholder for keeping cool beverages cool and hot beverages hot. Cupholder can heat beverage to 140 degrees F or cool to nearly freezing at 35 degrees F * Light-Emitting Diode (LED) interior lighting with high-focus white lights in both the front and rear seats (late availability) * Auxiliary audio input jack for MP3 connectivity on all audio systems * MP3 play capability * Available remote start * Express down front windows on the key fobs * 60/40 fold-flat rear seats * Available heated cloth front seats * Available heated leather seats * Available fold-flat front passenger seat * Cabin air-filtration system * Sliding center console armrest bin with dual bin front seat storage * Tilt and telescoping steering wheel