Automotive News - March 24, 2008 - (Page 8)

8 • MARCH 24, 2008 advertising OUR DEALERS ARE GROWING NEW YORK AUTO SHOW AND SO CAN YOU! Chrysler plans ‘We listen’ ads Bradford Wernle bwernle@crain.com “With Zimmerman as a partner we have grown to be the # 1 GM Dealer in Albany, NY.“ Kara DePaula DePaula Chevrolet NEW YORK — Chrysler LLC will launch a corporate advertising campaign during the first two weeks of April, Deborah Meyer, Chrysler’s global chief marketing officer, said during an interview at the New Meyer: “Harness customers’ York auto show. The goal will be to position insights” Chrysler as an independent American car company that listens to customers and responds quickly to what they want. “There’s a lot of goodwill about having a strong and successful car company in America,” said Meyer, who declined to reveal specifics of the campaign. But the launch of the 2009 Dodge Challenger muscle car here gave hints of what Chrysler is thinking. Introducing Challenger to the media here at the show, Chrysler co-President Jim Press said: “We’re creating a new global American car company that does just one thing well — it puts customers first. Our promise at Chrysler is that if you can dream it, we’re going to do our best to build it.” In its effort to listen to customers, Chrysler is setting up a customer advisory panel, something that it will feature in the advertising. Meyer said the panel initially will include about 2,000 customers but could grow to 5,000. She said Chrysler is trying to model its effort on similar initiatives by Apple and Nike. Meyer hopes the panel will help Chrysler “harness customers’ insights and dreams,” and to “pass them along to designers, engineers and marketing people.” The Internet will serve as the primary vehicle for customer feedback, she said. But customers also could be invited to participate in special events. Chrysler has run ads in some regional markets that played up the company’s ability to react quickly to customers’ wishes. c RESULTS! • KEYES AUTO GROUP • IRA MOTOR GROUP • TOM WOOD AUTOMOTIVE • CHECKERED FLAG • AUTONATION • DIEHL MOTOR COMPANY • CORAL SPRINGS AUTOMALL • RUSTY ECK FORD • AUTOLAND • HENDRICK CARY AUTOMALL • PATRICK AUTO GROUP • HUBLER AUTOMOTIVE • PLEASANTON AUTOMALL • DEPAULA CHEVROLET • WALLACE NISSAN OF KINGSPORT • SUPERIOR CHEVROLET Dealers Prove Our Advertising Gets You might think of General Motors Vice Chairman Bob Lutz, left, as more of a Big Band-era guy. But he teamed with hip-hopper 50 Cent and Pontiac General Manager Jim Bunnell to do some Pontiac bid’ness last week at the New York auto show. In the background is the Solstice Coupe they introduced. Also on 50 Cent’s playlist were the Pontiac G8 Sport Truck and G8 GXP. ■ You go, Bob Dodge’s pitch for Challenger: A halo that you can afford Bradford Wernle bwernle@crain.com 3 Challengers After a limited run this year, Dodge will have these Challengers for the 2009 model year. 1.SE: Base model; 3.5-liter, 250hp V-6 with 4-speed automatic 2.RT: First model to feature newgeneration 5.7-liter, 375-hp V-8 Hemi with 5-speed automatic or 6-speed manual 3.SRT8: Powered by 6.1-liter, 425-hp V-8 Hemi with 5-speed automatic or 6-speed manual But some customers weren’t happy that no manual transmission was offered on the 2008 cars. So Dodge is making one available for Hemi versions of the 2009 model. It’s a six-speed shifter based on the Tremec 6060 gearbox used in the Viper SRT10. The manual gearbox has the same signature “pistol grip” shifter as the 1970 Challenger, the car on which the current car was modeled. The manual transmission will be available only with the two Hemi engines — the new 5.7-liter, 375 hp on the RT model and the 6.1-liter on the GET A COMPLETE MARKETING PROGRAM! Guerrilla TV Marketing Radio Print Hispanic Direct Mail Web Design Internet Website Optimization In-Store CALL OR E-MAIL THE AGENCY THAT WILL WORK FOR YOU 24/7 (SERIOUSLY) NEW YORK — Michael Accavitti, Dodge brand director, likes to call the 2009 Dodge Challenger an “affordable halo car.” “The Viper SRT10 is great, but it’s out of reach for most Dodge customers,” Accavitti said at the auto show here. That car’s price tag is about $90,000. With prices starting just north of $20,000 for a V-6 SE and ranging to nearly $40,000 for a loaded SRT8, Dodge wants to make a Challenger for every budget. “The Challenger is something new,” Accavitti said, and “will bring different buyers” to Dodge. The 2009 Challenger will arrive in dealerships this fall to do battle with the Ford Mustang and upcoming Chevrolet Camaro. Chrysler unveiled the full 2009 Dodge Challenger line in New York last week. SRT8. The 5.7-liter RT will be the first Chrysler vehicle with the next-generation Hemi that Chrysler claims will crank more horsepower but with better gas mileage. Dodge hopes budget-conscious customers worried about $4-a-gallon gasoline will like the 3.5-liter V-6, capable of 250 hp and rated at 18 mpg city and 25 mpg highway. Brian Nielander, head exterior and interior designer of the Challenger, says the Challenger has a good blend of both functional and emotional appeal. “It’s going to tug the heartstrings,” he said. minds as they designed the new version. What will separate the Challenger from its muscle- car rivals, Nielander believes, is that the current Ford Mustang and upcoming Chevrolet Camaro are “facsimiles” or “impressions,” of the 1960s and 1970s ancestors. By contrast, the Challenger is a “direct link” to the original, he contends. The Challenger is based on the LC variant of the LX platform that spawned the Chrysler 300 and Dodge Charger sedans. Its wheelbase is 116 inches — only 4 four inches shorter than the Charger. Three adults can hit comfortably in the back seat. Chrysler is producing the Challenger at the same Brampton, Ontario, plant that builds the Chrysler 300 and Dodge Charger. c 1-888-878-ZADV zauto@zadv.com or visit www.zadv.com Milking the buzz Chrysler is milking the Challenger buzz. The 2008 model, available only as a Hemi-powered SRT8, was introduced at the Chicago Auto Show in February. Most of the roughly 6,000 2008s have been sold. Dodge saved the full range of Challengers for New York. 1970 inspiration Nielander said his design team constantly kept the 1970 car in their http://www.zadv.com http://www.zadv.com

Table of Contents Feed for the Digital Edition of Automotive News - March 24, 2008

Ford lists 6 to succeed Mulally GM pushes luxury superstores Industry straps in for rough ride Bob Irvin is a worthy addition to Hall of Fame Debate at Scion: How to grow Ford moves executives in Asia to new jobs CEO of lanelogic: We're still here Kia's N.Y. duo Chrysler's exec trio: Reports of friction mostly fiction Where others see gloom, Honda chief sees boom in U.S. Fukui: Nickel battery is best bet for hybrid Beijing conference explores key issues in China market Planworks keeps its role as buyer for GM ads Lincoln: MKS will make up for brand's slow start in '08 Deal's no big deal: Styling top reason to buy GM Penske's Smart start: He'd like 15,000 more Dodge's pitch for Challenger: A halo that you can afford Chrysler plans 'We listen' ads You go, Bob With zest, activist Ditlow remains on lemon patrol Autos did the job after 9/11; don't bet on that now Chinese cars? Dealer beware Solar power is the only answer Where will we get power for the Volt? Want higher CAFE? First, do this In N. California, hybrids are hot Detroit 3 can learn from the Marlboro Man The Prius is a phenomenon Wait 3 years, then judge Ford How many Jeeps will India buy? Lithia looks into improper sales reports at dealerships AutoNation's lead shrinks as largest U.S. dealer group Honda ad agency creates unit to build Acura brand Study: Consistent theme in auto ads builds viewer recall Big-truck sales continue slide in Feb. -- off 27.1% MazdaSpeed revs up racing accessory sales Calif. company eyes electric charging stations for Volt, Vue Indictment: Bribe scheme cost GM $83.3 million The greening of Toyota dealerships 6 more finalists in race for PACE recognition Tenneco expands Japanese work, seeks more Bosch buys diagnostic equipment firm in China JV will design vehicle platforms Citation moves headquarters NxtGen tests emissions system VW stake may help Porsche on fuel economy rules Chrysler's Project Genesis wins over Ore. dealer Germany, new EU members send up European sales Saturn will choose store system soon VW thinks modular for flexibility at auto plants Automakers eager as axles turn high-tech Talking drivetrains with American Axle Dollar halts U.S. retail sales of Audi Q7 hybrid Hyundai: Genesis Coupe offers more go for dough Maxima's target: Luxury Euro makes Pontiac adds 3 sporty variants Outsider Elmer Johnson shook up GM Importer Yanase was Hall of Fame member Obituaries Redesigned TSX has many Acura firsts Dealers Certified sales up 7.5% in Feb.; Audi leads the way eBay's new Web site has new look, more features Big pickups and SUVs lead plunge in used-vehicle prices Ex-Reynolds CEO O'Neill joins J.D. Power Auto Hall of Fame will induct 8 Liberatore looks beyond Daimler Molina gets the top job at GMAC F&I pioneer Pat Ryan to retire from Aon Study: Hydrogen research worth the cost Gulf States trial halted As yuan rises, so do prices of Chinese parts Personnel exec Laymon: Ford still seeking outside talent GE gives supplier credit Dana CEO wants Asian growth Tesla launches production Todt steps down as Ferrari CEO Union pursues Toyota effort Chrysler offers spiffs for military Land Rover ads focus on heritage Mark Rechtin Fresh heir: To turn green, must BMW create brand? GM ponders mini-muscle Camaro New Ford ads coming in April With a spiffier image, Lincoln would rock abroad Rival says Nardelli's OK Ford hails its cab, but mpg is an issue

Automotive News - March 24, 2008

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