Chrysler Ad Campaign Designed to Change Perception of its Vehicles

According to this article from the Indianapolis Star, Chrysler is launching an ad campaign designed the alter the public perception of its vehicles.

The problem
The article identifies the problem Chrysler is trying to solve: a perception that its vehicles look great, but lag competitors in technology and quality. A Chrysler spokesman indicated that while Chrysler ranks among the top 10 brands in the J.D. Power and Associates initial quality rankings, 11 brands with lower quality rank above the Chrysler in perceived quality. The spokesman adds that while the company has made great strides in quality and technology, negative consumer perception persists.

Perceptions are real, even when they are inaccurate.

The Message
The ad spots feature a tag line, "Engineered Beautifully." David Rooney, director of Chrysler's marketing and global communications, says the following: "It's not about quality per se, it's about our products. 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." He adds, "We want them to understand that they are more than nicely styled vehicles. There's a lot of technology underneath."