"Imported from Detroit" is and will continue to be the tag line for the Chrysler brand. It was first introduced in 2011 during the "Born of Fire" commercial, and we've been continuing to build on the theme with everything we've done. Chrysler brand moves to building on quality, on style and on technology.
The "How to Change Cars Forever," which was the Dart campaign last fall, launched a new Dodge brand as much as a new Dodge car. I think the ads have been well-received by the press, the consumers, and actually sparked even parodies and social media chatter. Those are good signals of success
Fiat is a very interesting case. We started with Jennifer Lopez, which offered the opportunity for an amazing 360-degree partnership which triggered for Fiat the greatest awareness growth ever. From there, everything that we've been doing has been totally out of the box. Starting with "Seduction," which started first as an [online-only] spot that made its debut at the 2011 Los Angeles Auto Show and was posted to YouTube.
And without ever having been on television or through the networks, it gained global attention. Since then, I think we have developed a very distinctive Fiat attitude.
It's all about differentiating the brands. Each of our brands should stand for something unique, so that when consumers visit our showroom, they must have an idea of which brand and product they are looking for.
Unlike some of the other carmakers, we have on the same salesroom floor more than one brand. My goal with marketing is that the customers shouldn't be cross-shopping within our Chrysler-Jeep-Dodge-Ram portfolio. They have to shop against the competition and, therefore, not cannibalize our own sales.
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