Chrysler Unveils New Ad Campaign

09/27/96

Reuters reported that Chrysler Corporation and its dealers plan to spend a combined $2 billion on advertising for the 1997 model year. That figure includes the cost of a new corporate advertising campaign centered on the theme "Great Cars." The ads will emphasize the company's design and engineering capabilities.

Chrysler will also launching a campaign specific to Chrysler brand with the slogan "What's new in your world?" The Chrysler brand slogan will promote the product line as youthful and forward-looking.

Chrysler told dealers that advertising in most markets will emphasize the Neon Expresso package at a price of $12,770, which is $300 more expensive than the Neon Highline model. The Neon Expresso includes a more powerful dual overhead cam engine.

Chrysler also previewed other ads for dealers, including one that showed a lease rate of $299 a month for the 1997 Sebring convertible, and another that shows $359 per month lease rate for the 1997 LHS sedan. Other terms of the leases were not disclosed.

Paul Dever -- The Auto Channel