2015 Chrysler 200: America's Import Takes on the World in New Ads

2015 chrysler 200

While the past model played up its Detroit-ish roots, the 2015 Chrysler 200 is going worldwide with both new positioning as "America's Import" and a fresh ad campaign themed as “Ready to Take on the World.” In fact, the first trio of 30-second spots launched on national broadcast and cable channels just yesterday, and a fourth one is due in November; further support also can be expected from print, digital and social-media efforts. The focus is on how the made-in-America 2015 Chrysler 200—built at the Chrysler Group's Sterling Heights Assembly Plant in Michigan—manages to combine the stereotypical benefits of foreign automakers.

As a result, the ads highlight how the 2015 Chrysler 200 provides "Japanese quality," "German performance," and "Swedish safety," and the narration in each spot begins in that foreign language before switching to English to introduce the new 200.

Explained Olivier Francois, chief marketing officer for the Chrysler Group: “With the all-new 2015 Chrysler 200, we've made a car that feels, looks and drives as competitively and competently as any import, but is built in the USA. So why not speak to the attributes of the car that one might associate with a particular country, whether Japan, Germany or Sweden, and put a unique twist on it that will make consumers not just sit up and take notice but also question what they see and hear, and ultimately, what they believe is possible from an American made automobile."

Specific highlights of the 2015 Chrysler 200 include:

• A standard nine-speed automatic transmission
• Uconnect infotainment technology with an 8.4-inch screen and voice-activated navigation
• All-wheel drive with rear-axle disconnect for the optimum combination of efficiency and grip
• LED fog lights and day-time running lamps, as well as standard LED taillights
• A full array of cutting-edge driver-assistance measures, along with recognition as a 5-star overall safety performer from the National Highway Traffic Safety Administration (NHTSA) and as a Top Safety Pick+ of the Insurance Institute for Highway Safety (IIHS)

Added Al Gardner, president and CEO for the Chrysler brand. “The all-new 2015 Chrysler 200 symbolizes the Chrysler brand’s commitment to building a world-class vehicle that strives for unparalleled quality, performance, safety and technology.”