Chrysler Pitches Crossfire as "German"
DETROIT-Advertising for the new Chrysler Crossfire breaking today in national newspapers unabashedly proclaims that the car was "...Crafted in Germany."
It's the second time in a year Chrysler is boldly trying to leverage its kinship with Mercedes-Benz under DaimlerChrysler's German ownership to boost its own image for poor quality and limited prestige. The Crossfire has 39 percent Mercedes content, built largely off SLK coupe hardware.
Chrysler, German owned since 1998, has had a rocky relationship with its German parent; the flagging Chrysler unit dragging down the overall company's earnings for three years; more than halving its market value and German management running American managers out of headquarters. Print and Internet ads headlined "Dreamed in America. Crafted in Germany" run in June and July, with TV ads to follow in the fall.
Chrysler only plans to sell 9000 $35,000 Crossfires this year, with perhaps 20,000 for sale next year. The company is already getting some pushback on higher prices for Mercedes-influence Chryslers. The new Pacifica all-wheel-drive touring wagon is transacting at $36,000, according to Edmunds.com, but too few takers has Chrysler rushing cheaper front-drive versions to showrooms ahead of schedule. Later in the summer, Crossfire prospects will get a CD-ROM that shows the history of the Crossfire design from concept to production and a virtual visit to Karmann AG where its built.
DaimlerChrysler last year ran a series of ads linking examples of German and American cooperation, such as German scientists' contribution to the U.S. space program and Germany's storied autobahn, with DaimlerChrysler as a German-American company. The ads, though, were short-lived. Chrysler is hoping this cross-Atlantic American-European car does better than the last
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