Chrysler UK is preparing to relaunch the brand in United Kingdom with a powerful new series of advertisements that draw upon its gritty, urban reputation.
The U.S. based automaker plans to spend £10 million this year on marketing in the U.K.
The first of three ads showing the brand’s positioning of having been born and bred in the ‘Motor City’ of Detroit launched during Sky’s coverage of the Super Bowl yesterday.
The ‘Different is what we do’ positioning is the foundation for relaunching the brand with a range of cars that includes the familiar Grand Voyager and 300C but now embraces the smaller C Class Delta and B Class Ypsilon.
The voiceover talks about the brand’s heritage and its ability to adapt — to think fast and differently without losing sight of its values.
The Super Bowl is only watched by around UK 100,000 viewers but Chrysler believes the spot will make an event of the re-launch, said AdAge.
Nigel Land, brand director at Jeep Chrysler, said: “These are exciting times for Chrysler, which has seen great success for the brand in the States, and established itself as a main competitor in the UK mass
Chrysler’s range starts at £10,695 for the Ypsilon 1.2S. Chrysler Delta starts at £16,695 for the 1.4 T-Jet 120S, while Grand Voyager’s entry price is £28,225. The new 300C will become available in the UK later this year.