1. 01/23/13 1
Michelle Ventura
Professor Verret
CM 416
January 23, 2013
Company Overview
The Chrysler Group LLC’s core brands include Chrysler, Jeep, Dodge, and Ram.
Established in 2009, when the economy was still failing, the historic Chrysler car
corporationcame uncomfortably close to liquidation. Survivingsolely on a government bailout,
new CMO Olivier Francois gave the corporation hope and direction by revamping the brand’s
image through a new marketing strategy. Today, Chrysler has a market share of 11.2 percent, the
fourth largest in the automotive industry; General Motors leads the automotive industry with
18.1 percentfollowed by Fordwith 15.7 percent and Toyota with 14.3 percent.1
More important,
however, is that Chrysler has consistently surpassed its competitors in increasing company sales
each year. In addition, in a market that only grew by 13.4 percent in 2012, Chrysler
outperformed the industry with a 20.6 percent increase in domestic sales.2
Marketing Strategy
Chrysler Corporation’s success is attributed to the development ofa new brand
personality,one that engages audiences through emotional appeal. Rather than producing
traditional automotive advertising that highlights vehicle attributes, Chrysler focused on telling a
compelling story that wouldcaptivate and resonate with U.S. consumers. The automaker realized
that they had something in common with Americans: they were both reinventing themselves.
With the help of Eminem in 2011 and Clint Eastwood in 2012, the company aired television
advertisements during the Super Bowl that delivered hope and instilled pride in Americans.3
The

2. 01/23/13 2
commercials won Effie Awards, gathered millions of YouTube hits and exponentially increased
interest in the automotive brand.
The brand continued to produce unique, impactful advertisements, but in a more
lighthearted, quirky manner as seen in the 2013 Dodge Dart Commercial “How to Change Cars
Forever”. In addition, they attracted consumers by producing quality vehicles with innovative
technologies like integrating Pandora radio and eco-friendly advancements like increasing miles
per gallon. In addition, astrategic marketing campaign focused on effectively utilizing the
corporation’s digital presence, in addition to promoting eccentric “car registries” complements
the automakerimage.
Recommendations
Moving forward Chrysler Corporation will continue to be successful if they stay true to the brand
image they have created. To ensure integration, the automaker must connect and continually
engage with the consumer across all platforms.The quirky personalities created for the cars are
alluring and captivating because consumers are presented with unexpected mini-stories. Looking
at thepast commercial successes, the marketing strategy should focus on finding emotional
connection with potential buyers. Chrysler is not the biggest automotive dealer in the United
States and they do not make the best cars; consequently, the brand image must be a strong factor
forattracting the potential buyer.
To implement the emotional strategy, one possibility is for Chrysler Corporation to
utilize their social media networks more often and effectively. For example, the quirky
personality of the Dodge Dart commercial could manifest itself into a personality on
Twitter/Facebook that would feature consistent content that engages the consumer. Moving in

3. 01/23/13 3
that direction, the automaker has recently refreshed their digital marketing by offering
compensation for dealers who increase response time and customer retention rates online. With
innovative ideas and quirky personality,Chrysler Corporation should have no problem surpassing
the competition.
1
Auto Sales Market Data Center. Wall Street Journal. 03 Jan. 2013. Web. 10 Jan. 2013.
<http://online.wsj.com/mdc/public/page/2_3022-autosales.htm>.
2
Vlasic, Bill. "Chrysler Pauses to Mark an Unlikely Comeback." The New York Times.
N.p., 14 Jan. 2013. Web. 10 Jan. 2013. <http://www.nytimes.com/2013/01/15/business/chrysler-
pauses-to-mark-an-unlikely-comeback.html>.
3
Klara, Robert. "Chrysler Comeback Kid Is Adweek's Grand Brand Genius ." Adweek.
N.p., 28 Nov. 2012. Web. 12 Jan. 2013. <http://www.adweek.com/news/advertising-
branding/chrysler-comeback-kid-wins-adweek-honor-145498>.

4. 01/23/13 4
References
Auto Sales Market Data Center. Wall Street Journal. 03 Jan. 2013. Web. 10 Jan. 2013.
<http://online.wsj.com/mdc/public/page/2_3022-autosales.htm>.
Klara, Robert. "Chrysler Comeback Kid Is Adweek's Grand Brand Genius ." Adweek. N.p., 28
Nov. 2012. Web. 12 Jan. 2013. <http://www.adweek.com/news/advertising-
branding/chrysler-comeback-kid-wins-adweek-honor-145498>.
Vlasic, Bill. "Chrysler Pauses to Mark an Unlikely Comeback." The New York Times. N.p., 14
Jan. 2013. Web. 10 Jan. 2013. <http://www.nytimes.com/2013/01/15/business/chrysler-
pauses-to-mark-an-unlikely-comeback.html>.