Chrysler's sponsorship of "Motown the Musical" on Broadway could be the last time it "emphasizes its relationship with the Motor City as foundational to its brand."
Chrysler is looking the adjust the focus of its "Imported from Detroit" marketing campaign. Chrysler Group Chief Marketing Officer Olivier Francois told writer Dale Buss the Auburn Hills based automaker wants to compete more aggressively for buyers who normally go with Japanese or German cars.
And that could mean broadening the brand identity beyond its gritty connection with Detroit.
Buss suggests that Chrysler's sponsorship of "Motown the Musical" on Broadway could be the last time it "emphasizes its relationship with the Motor City as foundational to its brand."
Francois told him Chrylser wants a renewed focus on "quality, technology, fuel economy and style."
“Let’s take back the lead in these four things, and this is what ‘Imported From Detroit’ means," he said. "Detroit can ‘export’ quality and style and ‘even’ fuel efficiency...
"It’s all about having the substance to take on the imports."
Full Forbes article here.
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