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Chrysler/Plymouth/Jeep(R) Launches New 2000 Advertising

9 September 1999

Chrysler/Plymouth/Jeep(R) Launches New 2000 Advertising

    AUBURN HILLS, Mich., Sept. 8 -- DaimlerChrysler Corporation
today announced the launch of new 2000 model year advertising
campaigns for its Chrysler, Plymouth and Jeep(R) brands.  The broadcast and
print campaigns, created by the Detroit office of Bozell Worldwide, will begin
appearing nationally on September 11.
    "The Chrysler/Plymouth/Jeep Division offers distinct brands with
individual personalities," said Martin R. Levine, Vice President of the
Division.  "These new ad campaigns emphasize the superior attributes of each
product -- the features that make our vehicles stand out from the
competition."
    The new Chrysler brand campaign focuses on expressive design, interior
refinements and the excellent driving experience found throughout the entire
model line for 2000.
    For Plymouth, the campaign emphasizes value and feature availability that
make the brand an attractive choice for consumers compared with competitive
vehicles.
    Building upon its strong reputation as the legendary four-wheel drive
leader in sport utility vehicles, new advertising for the Jeep brand is
designed to reinforce the legendary capability of this American icon.

    Chrysler Brand -- The Driving Passion
    The 2000 model year advertising for the Chrysler brand emphasizes the
different personalities of each vehicle, under the central theme of a passion
for cars and driving.  The campaign highlights the brand's expressive design,
interior refinements and comfort, as well as an excellent driving experience.
The campaign continues with the theme line "Engineered to be Great Cars," and
features new print and television spots that will begin appearing on
September 11.
    The segment-defining Chrysler PT Cruiser makes its television debut in the
new brand spot entitled "Soul," which shows how Chrysler vehicles have
evolved, while still "having the same soul."  The PT Cruiser will hit dealer
showrooms in late spring of 2000.
    "The PT Cruiser changes the profile of the Chrysler brand by expanding the
breadth of the product line," said Jay Kuhnie, Director of Chrysler/Plymouth
Communications.  "We wanted to show it for the first time in our full-line
television ad to raise awareness of this exciting all-new vehicle."
    In addition to including future products in the brand spots, the new
advertising uses emotion, humor and unique cinematography to highlight the
different personalities of each vehicle.  All of the elements within the
campaign go back to the central theme of a superior driving experience.
    There are 13 television spots which begin airing nationally, with the
brand spot entitled "Soul" on ABC College Football on September 11.  The new
print advertising, featuring a 16-page brand insert, will be launched in the
October 8 edition of USA Today, and will appear in top magazines such as Time,
Newsweek, Architectural Digest, Bon Appetite and In Style.

    Plymouth -- The Sound Investment
    Value for money is the message in the 2000 model year Plymouth
advertising.  Set in Wall Street, the television ads focus on the many
standard features of the Plymouth Neon, Breeze and Voyager that make the
vehicles an exceptional value in today's highly competitive marketplace.
    "Affordability and value for money are key to the Plymouth customer," said
Kuhnie.  "These ads serve to differentiate Plymouth by highlighting the large
number of standard features on our vehicles, as well as the attractive price."
    Lifestyles of active Plymouth customers are also featured in the "Rock
Climber" television spot, in which a woman mountain climber is able to enjoy
her hobby as well as her all-new 2000 model year Neon.
    The print and television campaign continues on a regional basis, beginning
September 15.

    Jeep -- "There's Only One"
    As one of the strongest and most recognized brands in the world, the new
Jeep advertising reinforces the brand's pre-eminent position within the
competitive sport utility segment.  The themes of capability, ruggedness, fun
and adventure are prevalent in the 2000 model year advertising, which keeps
the tag line "Jeep, There's Only One."
    "Our goal with the 2000 model year advertising is to showcase Jeep
products as authentic, capable and distinctive," said Jerry Wayman, Jeep
Communications Director.  "The Jeep ads have 'attitude,' and use humor to
convey our key product messages."
    Included in the campaign are nine new television advertisements.  The
"sneak preview" for the television campaign is September 11, when "Hand"
debuts during ABC College Football.  "Hand," featuring the Wrangler, tells the
story of the legendary Jeep capability without relying on the need for a
voice-over.
    The print portion of the campaign features nine new ads which begin
appearing in a wide-range of magazines, starting in mid-September.  The print
campaign features several new brand ads that convey the Jeep "attitude," but
do not feature any products.
    "This type of brand advertising has been very successful for us," said
Wayman.  "It is a testament to the strength and popularity of the Jeep brand."