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Chrysler spent most on ads

by David Zatz on

According to Autoline Detroit, which looked at the annual reports of the three major auto companies, Chrysler was the biggest auto-advertising spender in America last year, despite having the smallest sales (by an ever-shrinking margin).

Chrysler spent nearly $6 billion on advertising in 2013, while GM spent around $5.5 billion and Ford spent around $4.5 billion. The total worked out to $1,300 per car for Chrysler, $760 per car for Ford, and $591 per car for General Motors.

The extra spending has apparently been effective, helping to boost Chrysler’s retail and total market share, along with the company’s volume.  Chrysler’s incentives, while currently #2 in the industry, have fallen, as its average transaction prices and retail-sales percentages have increased; this has likely caused the total profit per car to stay the same or increase.

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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