Fiat Chrysler Automobiles has started the second phase of its US marketing campaign for the new Chrysler 200 sedan – showcasing the performance, quality and reliability of one of its most important models.
The campaign was launched on Friday during the Detroit Lions game, but on Monday the carmaker was already slapped with the latest survey on reliability from Consumer Magazine readers showing the company had deep issues in the category.
The automaker is proclaiming in one of the four new commercials that “reliability is now an American thing,” which is in stark contrast to what many owners actually think. Hopefully, the Chrysler model would change the idea – as the brand really needs the model to be successful in the mid-size segment – and if they really reach the advertised quality, reliability and performance levels of Asian and European competitors they have a good chance. Olivier Francois, Chrysler’s chief marketing officer, says the ads are narrated in the beginning in Japanese, German or Swedish, in a move to attract attention.
Before launching the all-new generation of the 200 model, Chrysler lagged behind competitors in the segment, which offer truly noteworthy models: the Ford Fusion, Honda Accord, Hyundai Sonata, Nissan Altima or Toyota Camry.
So far, the executive himself acknowledges the model still has trouble: “there is no doubt, we need to gain momentum.” Last month, sales of the 2015 Chrysler 200 amounted to around 11,000 units, a 14.7% jump compared to the same period a year ago, but definitely lagging behind Camry’s 28,000 units performance.