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Chrysler quietly spruces up

by David Zatz on

Sterling Stamping sign

Chrysler has quietly spruced up its main campus with new landscaping and signs, and has replaced the lettering on factory signs to eliminate vestiges of DaimlerChrysler. New, larger signs have replaced the interim Chrysler signs at Sterling Stamping and other plants.

Some factory managers or staff had taped out the “Daimler” part of DaimlerChrysler signs when Cerberus refused to update signs. The letters were also painted out of trucks, apparently after Cerberus lost control of Chrysler.

new small sign

The new factory signs have a bright chrome-style pentastar, but continue to use the old supports and sizes. Signs around the headquarters campus in Auburn Hills have also had their lettering replaced, and some are backlit at night. Work appears to be ongoing.

Chrysler has recently increased its advertising presence and started running commercials to counter the perception that the company is majority owned by Italian or German concerns, building on the momentum of the Jeep Grand Cherokee, which is expected to be widely praised by critics next week.

Most of Chrysler’s product line will be renovated or replaced by the end of the year. The first S2 pilots for the 2011 Chrysler Town & Country and Dodge Grand Caravan minivans have reportedly already been produced, with many exterior and interior changes, as well as the new Pentastar V6 and standard six-speed automatic; the ram-head logo is reportedly gone from the Dodge.

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