Chrysler is pushing its willingness to upgrade products in response to customer demands as part of a new ad campaign that broke this week. Ads from the troubled car maker emphasize its responsiveness
to customer and dealer feedback, noting it approved 260 "line-item" improvements within two months after Cerberus Capital Management took the company private. It adds that its new promotional packages
offer many extras at no additional charge.
An animated cross-brand commercial is titled "Listen to You," and there are also eight product-specific dealer spots highlighting 12
vehicles. Ads debuted regionally on Super Sunday in 55 markets as part of local-dealer association purchases around the Super Bowl telecast. It is counting the no-charge extras as among the 260
line-item improvements, says John Plecha, director of Jeep marketing.
But they also include "small things done on the interior to improve the look and feel of it without fully pricing
it -- to drive the value equation." He adds that Chrysler is "not done. We're about continuous improvement."
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