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Branding the trucks

by David Zatz on

FCA has been using its parts delivery trucks — which can be seen all over the Detroit area — to advertise individual brands, rather than the company as a whole or the Mopar division.

chrysler truck with jeep label

Based on an informal sampling of delivery trucks in the region, FCA US brands all get roughly equal billing, with the Jeep, Chrysler, Dodge, Mopar, and Ram logos painted onto the sides.

In the past, the trucks were painted “DaimlerChrysler” on the side. After Chrysler was passed on to Cerberus, the “Daimler” was painted out, albeit in a slightly mismatching paint; under Sergio Marchionne’s leadership, the company started painting the brand logos onto the trucks around two years ago. The effort seems to have been finished now.

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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