NEW STRATEGIES
Gilles said when it comes to marketing vehicles, Chrysler is exploring new approaches more focused on specific market segments with a regional or local focus.
“I’m finding that there are a lot very interesting projects,” said Gilles. “If you look at way back when the 300 came out, we didn’t try. It just happened. It kind of happened on its own. The good news is that our product already resonates with that segment and it is only going to get better as the new product rolls in.”
It’s a strategy being built around vehicles like the completely redesigned new Chrysler 300 and Dodge Charger and a new Chrysler Sebring scheduled to launch the fourth quarter of this year. The carmaker is also launching a completely redesigned Grand Cherokee that’s been generating a lot of buzz rolling out the second quarter this year and another vehicle off the platform.
Of course, Chrysler may not be able to spend the amount of money it did in the past on diversity initatves due to changes in auto industry overall. But talking to people at the company like Gilles, Iacobelli, Wicker and Holiefield, it sounds like Chrysler is making diversity an important component of its comeback strategy.
Only time will tell how it all plays out, but here’s to Chrysler having a colorful rebound.
Marcus Amick is a national automotive writer and consultant with a focus on the lifestyle.
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