We Build Campaign: Omnibus 30 second

We Build Campaign: Chrysler Town and Country

Chrysler LLC Launches New Global Corporate Advertising Campaign

Campaign debuts on network primetime television May 11
Tagline is “We’re building a new car company. Come see what we’re building for you”
Campaign reinforces that it’s business as usual
International markets, including Canada and Mexico, will also run advertising



Auburn Hills, Mich., May 7, 2009 - A little more than a week after announcing its strategic global alliance with Italian automaker Fiat SpA and its intention to restructure its business, Chrysler LLC is launching a new corporate advertising campaign, which highlights the range of current and future vehicles in the Company’s portfolio and its rebirth as a global car company. The new ads will begin appearing on primetime television on Monday, May 11.

Under the tagline introduced on May 3, “We’re building a new car company. Come see what we’re building for you,” the campaign talks directly to consumers by highlighting the features of Chrysler LLC’s product line in a fresh, new and memorable way. The messaging focuses on the quality, technology, safety and value built into every Dodge, Chrysler and Jeep® vehicle.

“When we asked consumers what they wanted to know about Chrysler, they told us to tell them about our products, tell them why they should buy our vehicles and give them a reason why they should be confident in the future of this company. We believe this campaign delivers on all of those objectives,” said Steven Landry, Executive Vice President – North American Sales, Marketing, and Mopar Parts and Service, Chrysler LLC. “In addition, this campaign gives us the opportunity to reinforce that it’s business as usual and demonstrate a bright future ahead for Chrysler.”

Corporate Spots
The first 30-second spot, called “Bright Future,” focuses on the strength of Chrysler LLC as a company as it works through its restructuring and finalizes its global alliance with Fiat.

Opening on a shot of designers working in the Chrysler design studios, then cutting to shots inside an assembly plant, the voiceover explains that Dodge, Chrysler and Jeep are building a new car company and restructuring to be stronger, leaner and more competitive. As the spot moves through the design studio to running footage of the Dodge Journey, the voiceover talks about the advantages of the alliance with Fiat – “Our new alliance with Fiat gives us access to even more high quality, environmentally friendly, fuel efficient vehicles.” The spot continues with running footage of the Chrysler 300, Dodge Challenger, Jeep Wrangler and Chrysler Town & Country as the voiceover continues, “It’s all part of our continuing mission to build cars and trucks you want to drive. Plus we have the best lifetime powertrain warranty in the industry, backed by the U.S. government.” The spot closes with a shot of the Dodge Circuit Electric, Chrysler 200C Electric concept and 2011 Jeep Grand Cherokee as the voiceover concludes with “At Dodge, Chrysler and Jeep, the future is not only bright. It’s electric. Come see what we’re building for you.”

A second 30-second spot, called “Open Road,” puts the focus more on the products and the features that make each one unique.

Opening on two Jeep Wranglers driving through a beautiful countryside, the spot cuts to a woman in one vehicle, top open with the sun shining in. The super appears – “We build escape pods.” Next, a Chrysler 300 drives through a darkened tunnel with the super – “We build luxury suites.” A crash test of the Dodge Grand Caravan carries the message, “We build security blankets.” The super for a Jeep Grand Cherokee perched on a hill overlooking a beautiful vista says, “We build observatories.” A shot of a Dodge Ram motoring through muddy, rough terrain says, “We build mechanical bulls.” As the Dodge Challenger takes off down a road with smoke behind it, the super calls out, “We build rockets.” As the sliding door of a Dodge Grand Caravan opens and children pour out, the message is “We build starting gates.” The spot closes with a shot of the Dodge Circuit Electric, Chrysler 200C Electric concept and 2011 Jeep Grand Cherokee as the voiceover concludes with the new tagline, “At Dodge, Chrysler and Jeep, we are building a new car company. Come see what we’re building for you.”

The television spots will break on Monday, May 11 on primetime network programming, which includes programs such as NBC’s “30 Rock,” “Biggest Loser,” “My Name is Earl,” “The Office,” “Southland,” “Law & Order,” “Law & Order SVU” and “Law & Order Criminal Intent;” ABC’s “Dancing with the Stars” and “Desperate Housewives;” and FOX’s “24,” “Fringe” and “House.”

A coordinating national print ad appeared in newspapers in the top 50 U.S. markets on May 3 and in the Wall Street Journal, USA Today and New York Times on May 4. Under the headline, “We’re building a better car company,” the 2011 Jeep Grand Cherokee, Chrysler 200C Electric concept and Dodge Circuit Electric are shown in a clean, modern setting. The copy goes on to explain some of the changes that the Dodge, Chrysler and Jeep brands are making toward building a stronger, leaner and more competitive car company, some of the benefits of the proposed alliance with Fiat and reminds customers of Chrysler’s lifetime powertrain warranty, which is the best in the industry and backed by the U.S. government. The copy ends with “At Dodge, Chrysler and Jeep, we’re building a new car company. Come see what we’re building for you.”

Product Spots
In addition to the corporate spots, there will be individual 25-second product spots, which dealers can tag with a 5-second retail message. The first spots will feature the Jeep Grand Cherokee, Chrysler Town & Country and Dodge Grand Caravan. Additional product spots for the Chrysler 300, Jeep Wrangler, Dodge Ram and Dodge Journey will roll out later.

In the product spots, key features of each vehicle are highlighted by relating that feature to something more familiar and more memorable for consumers.

The spot for the Chrysler Town & Country opens on the vehicle driving down a scenic highway. A young girl is shown rolling down the second row window as the voiceover says, “We build Viewmasters.” To demonstrate the Rear Cross Path detection system, the voiceover continues with “We build security cameras,” as another vehicle passes behind the Town & Country. As a group of Boy Scouts gets settled into the Swivel ‘n Go™ seats, the voiceover says, “We build troop transports.” The voiceover continues with “We build moving vans,” as a family is shown packing up their daughter for college. As children watch the Uconnect studios Backseat TV on the dual DVD system, the voiceover says, “We build TV stations.” The spot closes with running footage of the Town & Country and the voiceover says, “We build the 25 mile per gallon Chrysler Town & Country. Come see what we’re building for you.”

Each of the spots closes with a build of the brand logo, beginning as if an engineering drawing and finishing as the pristine brand emblem.

The print campaign mirrors the television with beautiful photography of the vehicles, an overall vehicle positioning statement and smaller images that highlight the features in the same manner as the television executions.

The “We Build” theme will also carry into international markets, but the ads will be revised slightly to meet individual market needs. Canada will run the corporate television spots through May. They will begin running the product spots, focusing mainly on Grand Caravan, Ram and Journey, at least through June. Mexico will also launch with the corporate print ads and television spots the week of May 11. They will continue running the campaign with specific product advertising in magazines and TV through July.

International markets will have four TV spots available to air, featuring the Chrysler Grand Voyager, Chrysler 300C Sedan, Dodge Journey and Jeep Grand Cherokee, in addition to a spot specifically edited from existing assets to promote the three brands. There will also be international specific print ads created to support the Chrysler Grand Voyager, Chrysler 300C Sedan, Chrysler 300C Touring, Dodge Journey and Jeep Grand Cherokee. There will be a tri-brand version made available as well. The creative for international markets will roll out over the next few months.

The campaign was created by BBDO Detroit, the agency of record for the Dodge, Chrysler and Jeep brands.

Edmunds' Inside Line Names All-new 2009 Dodge Ram Best Full-size Pickup Truck in Punishing Head-to-Head Competition

All-new 2009 Dodge Ram beats new 2009 Ford F-150 for top honors
Total Ram truck market share up 28 percent from a year ago
Dodge truck pipeline full with all-new trucks on the way including: Ram Heavy Duty, Ram Chassis Cab, Ram 1500 hybrid and Ram 1500 diesel



Auburn Hills, Mich., May 7, 2009 -
The all-new 2009 Dodge Ram 1500 earned top honors in Edmunds’ Inside Line head-to-head competition of full-size pickup trucks. The Dodge Ram 1500 beat the 2009 Ford F-150, Chevy Silverado and Toyota Tundra. The all-new 2009 Dodge Ram continues to win accolades, receiving 15 awards since its introduction last fall.

“After all the points were tallied, the Dodge Ram takes the win with a very well-rounded performance,” wrote Dan Edmunds, Director of Vehicle Testing, Edmunds.com. “The optional RamBox proved itself useful by swallowing 85 pounds of greasy trailer hitch parts in its lockable bins, and its repositionable bed divider is easily the best of its kind.”

Capability testing was conducted over two weeks of day-to-day use and included tow-testing, off-road driving and hill climbing. All test vehicles were crew cabs and included sunroof, navigation system and other convenience features. Trucks were tested against their claimed tow capacity, as well as a fixed-weight face-off in which each truck pulled an identical trailer up a test mountain.

“We knew from previous experience that the Ram’s coil-spring rear suspension works well when the truck is unloaded, but this time we found it has the chops to handle a trailer, too,” wrote Edmunds' Inside Line. “The Dodge Ram impresses us with a solid performance, an understated ability to tow the socks off some others, a feature-laden presentation and rugged good looks.”

"Our all-new 2009 Dodge Ram is the best truck ever built,” said Scott Kunselman – Vice President Jeep/Truck Product Team, Chrysler LLC. “It is a game-changing, class-leading truck that is second to none. We are glad Edmunds' Inside Line agrees.”

The all-new 2009 Dodge Ram features the industry’s first-and-only RamBox™ cargo management system that includes versatile, weatherproof, lockable, illuminated, drainable storage bins; pickup bed dividers; a two-foot bed extender and a cargo rail system with sliding adjustable cleats.

The 2009 Ram also includes the first-in-segment coil-spring five-link rear suspension fitted to a solid rear axle that provides ride and handling not found on any other pickup truck. A new 5.7-liter HEMI® V-8 engine with fuel-saving MDS technology provides more horsepower (390 hp) and torque (407 lb.-ft.) while its best-in-class aerodynamics (.387 Cd) improve fuel economy and performance.

In addition, the all-new 2009 Dodge Ram includes a first-in-segment, factory-installed four-inch dual exhaust styled dramatically into the rear bumper, first-in-segment store-in-the-floor storage bins, twice as many storage spots than the previous model and 35 safety and security technologies. Standard safety features include side-curtain air bags and Electronic Stability Control (ESC) which includes all-speed traction control, trailer sway control, hill-start assist and anti-lock brake system (ABS). Significantly upgraded interiors with a segment-first surround-sound audio system and live SIRIUS Backseat TV™ round out the interior.

Other premium amenities include first-in-segment heated and ventilated front seats, available heated rear seats, first-for-Chrysler heated steering wheel, one-touch up/down driver and passenger windows, automatic-on headlamps and dual-zone automatic temperature control – a first for Dodge Ram.

The all-new 2009 Dodge Ram 1500 Regular, Quad and Crew Cab models recently earned Five Star ratings for driver- and front-passenger protection in a frontal crash, the highest ratings in the U.S. government’s safety crash test program. The U.S. Manufacturer's Suggested Retail Price (MSRP) for the 2009 Dodge Ram 1500 is $22,170 (including $900 destination).

In addition to winning Edmunds’ Inside Line's full-size pickup truck competition, the all-new 2009 Dodge Ram has earned 15 other key awards since its introduction and was recently chosen by Car and Driver as the best full-size pickup in another head-to-head comparison test in Texas, beating the 2009 Ford F-150. Other key awards include:

ICOTY – 2009 International Truck of the Year
Texas Auto Writer's Association (TAWA) – 2009 Full-Size Pickup Truck of Texas
MotorWeek – Best Pickup Truck
Maxim – Achievement in Party-Enabling Technology (RamBox)
Edmunds' Inside Line – A 2009 Editor's Most Wanted Vehicle
Consumer Guide – Large Pickup – Best Buy for 2009
Cars.com – Work Truck of the Year
Truckin’ magazine – Truck of the Year
Autobytel.com – 2009 MyRide/Autobytel Editors’ Choice Awards - Truck of the Year
Ward’s AutoWorld – Interior of the Year
Rocky Mountain Automotive Press Association – Truck of the Year
New England Motor Press Association (NEMPA) – Best-in-Class Pickup Award
Ward's AutoWorld – Ward's 10 Best Engines of 2009 (2009 Dodge Ram 5.7-liter HEMI® engine)
Automobile Journalists Association of Canada – Best New Pickup
Sobre Ruedas – Sobre Ruedas Best Pickup Truck for '08
Dodge Brand
With a work-hard, play-hard attitude, the Dodge brand continues to offer a full line of cars, trucks, SUVs, commercial vehicles and sales-leading, fifth-generation minivans in 2009.

Dodge introduced several new vehicles in the 2008 calendar year, including the all-new 2009 Dodge Journey, the 2009 Dodge Challenger and the 2009 Dodge Ram. Dodge also celebrates the 25th anniversary of the minivan during the 2009 model year.

Also in 2008, Dodge Journey entered key volume markets outside North America, joining the Dodge Avenger, Nitro and Caliber. Dodge Caliber was the highest sales volume vehicle for the company outside North America in 2008.

Chrysler LLC Statement in Response to White House and House Democrats Reaching Agreement on Cash for Clunkers Bill

Auburn Hills, Mich., May 5, 2009 - The following statement is attributed to John Bozzella, Senior Vice President - External Affairs and Public Policy, Chrysler LLC

"We applaud the Obama Administration and members of the House of Representatives for moving quickly to reach agreement on a broad fleet modernization program available to a range of manufacturers and consumers.

"The program will provide a strong boost to auto sales during the current economic downturn, while helping to replace older, less fuel-efficient vehicles with cleaner, safer, more fuel-efficient ones.

"The compromise draws on important elements from legislation drafted by Representative Betty Sutton (D-OH) and Representative Israel (D-NY)."

Chrysler México Informa

HR - Chrysler LLC y el Grupo Fiat Anuncian una Alianza Estratégica

30 abril 2009.- Chrysler LLC anunció hoy que, como resultado de un amplio plan de reestructura acordado con muchos de sus socios comerciales, ha firmado un acuerdo en principio para establecer una alianza estratégica mundial con Fiat SpA para formar una nueva y vibrante compañía. Esto permitirá a Chrysler y al Grupo Fiat optimizar totalmente su respectiva presencia de manufactura y su base de proveedores mundial, y al mismo tiempo brindarse un acceso recíproco en sus respectivos mercados. Los trenes motrices de Fiat y otros serán también producidos en centros de manufactura de Chrysler.



Chrysler LLC and the Fiat Group Announces a Strategic Alliance

30 April 2009. - Chrysler LLC announced today that, as a result of an ample plan of restructuring decided with many his commercial partners, it has signed an agreement in principle to establish world-wide an alliance strategic with Fiat SpA to form a new and vibrant company. This will allow to Chrysler and the Fiat Group to optimize totally its respective presence of manufacture and its world-wide base of suppliers, and at the same time to offer a reciprocal access in its respective markets. The motor trains of Fiat and others also will be produced in centers of manufacture of Chrysler.

Chrysler Dodge Jeep - México - Ofertas 2009