• Brandweek, Tuesday, July 10, 2007 11:30 AM

"The New Chrysler" is readying a corporate effort that tells consumers, dealers -- and investors -- to "get ready for the next 100 years." Set to bow once the buyout of the automaker by Cerberus Capital Management closes next month, the effort will begin with radio and newspapers and print is tagged "Jeep. Dodge. Chrysler" and features the return of the pentastar logo.

For the first time in a while, all of Chrysler's brands will be in the same ad, a departure from a DaimlerChrysler approach to mark each with a separate identity. "Under Daimler, Chrysler was never able to be just Chrysler," says one insider. And while separate Dodge, Jeep and Chrysler ads will continue as well, the company logo will go with corporate.

Company spokesman David Barnas won't go into specifics, but says "it is all about the launch of the new company. We've been pretty open in saying that this will be called the New Chrysler." Still, some are wary of the approach, including Gordon Wangers, an industry consultant, who comments that "there have been several 'new' Chryslers, so I can't be too convinced this is the real 'new.'"

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