The world's fifth-largest auto manufacturer is poised to launch its luxury sport coupe, the Chrysler 300, and is counting on the new model to raise awareness of the DaimlerChrysler marque and improve customer perception of the brand. BBDO/CNUAC CEO Lau Seng Yee said China consumers have long associated DaimlerChrysler with its joint-venture Beijing Jeep Corporation's (BJC) brands. BJC manufactures the Grand Cherokee, Jeep 2500 and City Cruiser brands.
DaimlerChrysler is targeting Government officials and businessmen in the 30 to 45 demographic for the Chrysler 300, which it resurrected in the late '90s after a 25-year absence. The marque faces intense competition from market leader Volkswagen, and General Motors. The Chrysler 300 launch comes amid fears that China's efforts to cool its overheated economy will hit car sales.
DaimlerChryslerJV hires BBDO for China brand drive
DaimlerChrysler has lined up BBDO/CNUAC to help it upgrade its image ahead of the launch of its first premium model in China's turbo-charged car market.