The review is believed to focus on Chrysler’s high-end brands and Jeep, but is expected to cover the entire business, worth Rmb 30 million (US$4.4 million).
The review comes as Chrysler China names a new marketing and import head, Cao Zhigang, who departs Harbin Hafei Automobile Industry Group after one year as vice-president.
The review comes as Chrysler China names a new marketing and import head, Cao Zhigang, who departs Harbin Hafei Automobile Industry Group after one year as vice-president.
It is believed that four agencies - including Universal McCann, Carat, and ZenithOptimedia - are taking part in the review.
“The client’s brief is very broad and open,” said one source involved in the review. “Basically it wants to test the agencies’ understanding of the car industry.”
Universal McCann already handles Chrysler’s Dodge account, as part of a global alignment. While Chrysler has been in China since the early 80s, it has struggled recently, selling just over 8,000 vehicles in the first six months of this year. Competitors GM and Ford, meanwhile, shifted 261,000 and 89,000 cars, respectively, over the same period.
