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The first is on the 300M, a Bentley look-alike vehicle that has become a mid-size bestseller. The second is their perennial winning product line, the minivan, called the Town & Country. Including swivel seats and entertainment options are making the 2008 Town & Country even a topic of discussion with elementary school children. Ironically however Chrysler seems to not have the ability to solidify its branding, unique value proposition and therefore advertising strategies around a single message. With the introduction of a re-vamped Sebring convertible, the confusion will most likely continue. The uber-cool 300M is taking the brand in one direction while the most profitable product segment, the minivans, continue to dominate their financial results. The branding experiments the company has had into higher performance cars and models also add more confusion to the brand....
Not settling for the role of the soccer Mom must-have minivan, Chrysler continues to look for break-out products to redefine their image. The success of the 300M has been that catalyst, yet the company has not been able to capitalize on that as of yet. The bottom line is that the branding strategy of Chrysler has yet to gain critical mass and definitively define the company's identity.
References
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