• Associated Press via BusinessWeek, Tuesday, May 8, 2007 10:30 AM

Chrysler is rolling a new ad campaign it hopes will change a widely held view that its cars look great, but don't work as well as the competition. New spots tagged "Engineered Beautifully," debut on prime-time Tuesday night. The company will push the same theme in print and online.

"It's not about quality per se, it's about our products," says David Rooney, director of Chrysler's marketing and global communications. "It's not about celebrities. It's about the product being the star. Beneath the style, the exterior of the car, getting underneath that and educating people about the technologies in our products."

The company has improved its quality and technology, but a negative perception persists: "We want them to understand that they are more than nicely styled vehicles. There's a lot of technology underneath."

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