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Chrysler defined

by David Zatz on


Periodically, Allpar has posted news items on how Chrysler appears to define its brands. The company’s social media chief, Mike Driehorst, has actually written a little on the subject in this blog entry.

The Chrysler brand itself is “Going mainstream.” Mr. Driehorst quoted Walter P. Chrysler himself: Chrysler will stand for “quality, beauty, speed, comfort, style and power, all at a low price.” The brand will be “aiming straight at competitors like Ford, Honda, Chevrolet and Toyota.”

In short, Chrysler is exactly what it was when Saad Chehab defined it two years ago. Aside from “sub-brand” 300, Chrysler is going after the mainstream, albeit hoping to secure a position as a premium purchase once its reputation improves; but the brand’s leaders are not aiming it up at Lexus or Cadillac, but across at Toyota and Chevrolet.

As for the others, it’s no secret that Jeep abandoned its “industry and farm” approach even when it was owned by Kaiser; originally, offroad adventure wasn’t a big part of the focus. Dodge will get  “extra muscle and performance”. Ram will “focus on capability, efficiency and durability.”


David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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