StaffAllpar HomeMore NewsCarsTrucksUpcomingRepairsTest drives

Chrysler defined

by David Zatz on

Chrysler-300-2013-Web

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


Inviolet and a new green

Tornado following the Hurricane?
rff 2019 ram 1500
See the clear, sharp 2019 Ram video; no crosshairs?

More Mopar Car
and Truck News

Some popular Allpar pages





Dodge Demon

2018 Wrangler JL



Staff details/contactsTerms of ServiceInformation is presented to the best of our knowledge. Plans change and sometimes mistakes are made. Decisions or purchases made based on this site's verbiage or images are done at the reader's own risk. Also see the Allpar News archives, 1997-2008 • Copyright © 2008-2017, Allpar LLC. All rights reserved. • Mopar, Dodge, Jeep, Chrysler, HEMI, and certain other names are trademarks of Fiat Chrysler Automobiles.