A friend on Facebook posed the question “I’m curious, what was the impression of this ad for people outside MI?”.
I thought it might be interesting to expand the discussion here.
Here’s my West Coast 🙂 angle. I’d guess it resonates much better there than here. For me it’s very difficult to sell a surviving-the-hard-knocks storyline after the not-so-distant massive bailouts for a company that simply lost all sense of innovation let alone fiscal responsibility.
The ad has me admiring Ford’s decision to pass on the Super Bowl even more. Yet for Chrysler quite the opposite, they’ve seemingly learned nothing. This two minute production costs $12 million in Super Bowl ad fees alone forgetting the $9 million production costs. That’s 262, $80K/year UAW jobs for a year. They just don’t get it.
This line is revealing “Now it’s probably not the one you’ve been reading in papers.” clearly referring to the last few years of bad bailout press as though it’s all been a conspiracy! Amazing.
It’s hard to believe Chrysler feels ratcheting up the attitude to a fevered pitch is the best tact to sell this product. Admittedly, I’m not familiar with this model car but how about a bite of humble pie? Better yet, how about explaining why people should buy this car over an import beyond heaps of attitude.
Can you tell this touched a cord?
What did you make of this ad?
[UPDATE] A few links/quotes:
Chrysler, which is 10 percent owned by the U.S. government because of a $12.5 billion bailout in 2009, had the lowest fleet gas mileage of any major automaker in 2009 at 19.2 mpg. –link
From Chrysler’s home page flash rotator:
Chrysler Group LLC to Invest $179 Million in Jobs for Michigan, Fuel Efficient Engines for North America
That’s dated December ’09, after the bailout they commit to fuel efficient engines. –link