Chrysler’s new campaign “Let’s Refuel America” gives customers that buy one of its cars a guarantee that will ensure them gasoline at $2.99 per gallon for the next three years (CarReview.com, 2008). This is such a great idea – hats off to the marketing team that came up with this campaign. The fact is that consumers still ends up having to shell out more money since Chrysler is way behind in the fuel-efficient car category. Just check out this Consumer Reports article that breaks down the financial aspects related to purchasing a Chrysler instead of more fuel-economic cars. A consumer could purchase a hybrid Honda, which is the only company that actually turned a profit this last fiscal cycle, and save a lot more money. Besides, Chrysler has announced that it will shutdown its factories for two weeks this July just to cut costs (NPR, 2008)

That’s all fine though…the marketing was great…and even though Consumer Reports found holes in the plan I don’t think this is a tough one to push past a sizable amount of consumers. This campaign sure sounds less shady than the ’employee pricing’ ploys.

I just wish American auto manufacturers modernized their advertising a bit…we’ve been watching the same commercials for the past two decades: A shiny car that speeds through back roads and handles curves with ultimate precision…all to a great all-American classic rock jam. And let’s not get started on the truck commercials! The new Acura commercials are a good example of a change of pace, they highlight lifestyles that appeal to their target market – hip 25-40 year olds that strive to achieve a balance between luxury, sport, and fun.

This article made me laugh: Why Local Car Dealers Ads Suck