Chrysler to spend £10 million in ad campaign for UK relaunch

Article by Christian Andrei, on February 8, 2012

Chrysler is set to relaunch its brand in the United Kingdom with a new series of advertisements that depict the company's gritty, urban reputation. Dubbed 'Different Is What We Do', this £10 million campaign is led by three major television commercials, the first of which was a 60-second video during the break in Sky TV's coverage of the Super Bowl on February 5.

Further terrestrial and digital TV advertising is planned, together with online, press, electronic and direct marketing. How the advertising is positioned appears to draw heavily from the distinctive nature of Chrysler's branding.

It includes the US-based company's entire UK model range -- the stunning new 300C executive saloon, the highly successful Grand Voyager people carrier, Chrysler's first supermini Ypsilon and the versatile Delta hatchback.

The TV commercial is being coordinated by integrated advertising agency DCH. It opens in Detroit, USA, showcasing the new 300C roaming through the 'Motor City'. It comes out from a tunnel on to the streets of inner London. It is then joined by the rest of the Chrysler range.

Jeep Chrysler UK's brand director Nigel Land commented that these are "exciting times" for Chrysler. He added that the brand's "great" success in the U.S. is "widely recognized," and that this will help them to establish the automaker as a major rival in the UK automobile market.

Chrysler's product lineup begins at £10,695 for the Ypsilon 1.2S. Chrysler Delta begins at £16,695 for the 1.4 T-Jet 120S. As for the Grand Voyager, its entry price is £28,225. The new 300C will be available in the UK within this year.

2012 Chrysler 300C is an instantly recognizable motoring icon that goes on sale in June 2012 in the UK. It’s new in every respect. It is better built, more lavishly equipped, safer, and more efficient compared to its predecessor model. The new Chrysler 300C also holds a unique status in the executive sector. What’s more, the 2012 Chrysler 300C appeals to the heart and to the mind by offering the kind of design, engineering, materials, and driving dynamics European buyers expect, that are also combined with American style, value for money, and personality.

Unlike its rivals that offer a wide array of trim levels and engine sizes, the new Chrysler 300C promises perfect power output with two well-judged specifications. It features a new 3-liter V6 turbo diesel that benefits from Fiat Group Automobiles' MultiJet 2 technology in order to provide a perfect compromise between fuel-saving efficiency and effortless power.

The new Chrysler 300C will be available in two versions: Limited and Executive.

Whatever version, the Chrysler 300C is a truly well-equipped car. The Limited model features technologies that it considers as standard equipment. These exact technologies are also featured in its its rival models, but as premium-priced optional extras. There’s also the Rain Brake Support that helps keep the car’s brake pads dry for optimal stopping power even in poor road conditions.

Ventilated seats at the front and heated seats at the rear, dual-zone climate control, Uconnect infotainment system complete with Bluetooth, cruise control, mirrors that automatically darken for limited headlight glare, 18-inch wheels, and 8.4-inch touch screen display are all standard features of the Limited model.

Executive version, on the other hand, has a Blind Spot Monitoring system, a radar ACC or Adaptive Cruise Control, a 2-panel panoramic sunroof, a forward collision monitoring system, as well as 20-inch alloy wheels.

New Chrysler 300C’s biggest change compared to its predecessor, however, is its overall quality. By improving and sharpening every step of the engineering, design, and building processes of its new executive model, Chrysler has taken a huge step forward in terms of perceived and actual quality.

Topics: chrysler, uk, advertising

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