CHRYSLER CANADA REALIGNS LINEUP
By Adnews Staff
Chrysler Canada has announced an alignment of its brand marketing strategy. The strategy simplifies the company's product lineup and allows Chrysler to focus its efforts on fewer nameplates. Under the new strategy, all cars will be marketed under the Chrysler brand name, along with the Chrysler Town and Country minivan. Dodge Truck, which includes the Dodge Caravan, will remain unchanged. The new lineup allows Chrysler to strengthen awareness of its products. All Chrysler Canada Ltd. dealers will retain the same range of platforms and price offerings. Retail and product advertising will concentrate efforts on fewer nameplates, designed to create more awareness in the Canadian market said Ed Brust in a release. The new lineup includes three categories: Chrysler, which groups the Neon, Cirrus, Intrepid, Concorde and Town and Country Minivan, Dodge, which includes the Viper R/T and GTS Coupe, Dodge Truck, Caravan minivan and the Ram Pickup and Jeep, which includes the Cherokee, Plymouth and Prowler. Advertising for Chrysler Canada is done by BBDO Canada of Toronto.