Chrysler and Dodge are in desperate need of a new image. I think everyone in the auto world would agree with that statement, perhaps no one more than Fiat/Chrysler CEO Sergio Marchionne, who has been overseeing the transformation and release of cars like the Chrysler 200, Chrysler 300 and Dodge Charger.
With an impressive vehicle stable beginning to take shape, the next logical step is marketing the revamped brands to the car-buying public. If history is any indication, this is where the brands could soar or fail. The latest in that saga are some leaked slogans that could be coming to TV screens and online ads soon. If these are real, let’s hope Marchionne has some other marketing ammunition up his sleeve…
Allpar.com got wind of some trademark filings, so these slogans could be the real deal. They’re certainly humorous yet vague enough to be serious:
“Life Is Best When Driven”
“Imported from Detroit”
Okay, let’s take these one at a time. “Life Is Best When Driven” seems like it would go with Dodge’s new plan to be a budget-minded performance brand. The problem is, the slogan is so dang vague it could be applied to any carmaker in the world. It sounds decent, but means nothing, which leaves me wondering how it could be of any value. How does this tell us what the brand stands for? The company might as well go with the slogan, “We build pretty decent cars.”
The other slogan, probably bound for Chrysler advertising, could have potential. Whether that potential is good or bad remains to be seen, but “Imported from Detroit” at least has specific appeal that could be a tongue-in-cheek acknowledgement of Italian Fiat’s partial ownership of the company. The slogan could give Chrysler the quality associations usually reserved for import cars, despite coming in a patriotic Detroit wrapper. I like it.
It’s a smart slogan that could catch on, depending on how and where it’s used. It could backfire, too, by confusing people who don’t know of Fiat’s involvement.
Perhaps an alternative could be “We’re owned by the Italians, so we’re good now.”
Should Chrysler and Dodge use these slogans? Feel to leave your slogan suggestions, too!