Will Chrysler Ad Campaign Garner Sales, Questions Edmunds.com

Will Chrysler Ad Campaign Garner Sales, Questions Edmunds.com


Will Chrysler Ad Campaign Garner Sales, Questions Edmunds.com

SANTA MONICA, Calif. — May 12, 2009 — Today, Chrysler launched a major advertising campaign, but is its message the right one to continue the brand's momentum?

During the past two weeks, significant events drew a remarkable amount of attention to Chrysler, as evidenced by Edmunds.com visitor activity.

For example, during the week of President Obama's April 30 press conference announcing Chrysler's bankruptcy, Chrysler Group "purchase intent" on Edmunds.com rose 12 percent from its previous four-week average. (This reference point happens to represent the company's historical low, when purchase intent was down approximately 20 percent from the early months of 2009.) Then, last week, Chrysler Group announced dramatic new incentives programs, and that helped the brands' purchase intent climb 27 percent over its historical low.

In both cases, essentially all of the incremental gains came within 48 hours of the significant event. Will the ad campaign have a similar effect?

"This campaign is fighting an uphill battle," stated Edmunds.com CEO Jeremy Anwyl. "It's brave for a company in bankruptcy to launch a new branding campaign while news reports are likely to overwhelm anyone forming an impression."

One element that remains unclear is what effect the corporate ad campaign will have on the Dodge and Jeep brands. Currently, many consumers are unaware that Dodge and Jeep are owned by Chrysler, but the ad campaign makes it clear that they are all part of the same family.

After the presidential address in which only the Chrysler name was spoken, Chrysler purchase intent climbed 24 percent, Dodge rose nine percent and Jeep rose six percent.

Following the incentives announcement, which clearly identified specific vehicles from all three brands, Chrysler brand purchase intent shot up 51 percent, while Dodge and Jeep each rose 21 percent.

Edmunds.com spokespeople are available for interviews in Edmunds.com's television studio in its Santa Monica, Calif. headquarters, or nearby satellite offices.

About Edmunds (http://www.edmunds.com/help/about/index.html)
Edmunds.com publishes four Web sites that empower, engage and educate automotive consumers and enthusiasts.
Edmunds.com, the premier online resource for automotive consumer information, launched in 1995 as the first automotive information Web site. Its most popular feature, the Edmunds.com True Market Value® , is relied upon by millions of people seeking current transaction prices for new and used vehicles. Edmunds.com was named "Best Car Research Site" by Forbes ASAP, has been selected by consumers as the "Most Useful Web Site" according to every J.D. Power and Associates New Autoshopper.com Study(SM), was ranked first in the Survey of Car-Shopping Web Sites by The Wall Street Journal and was rated "#1" in Keynote's study of third-party automotive Web sites. Inside Line launched in January 2005 and is the most-read automotive enthusiast Web site. CarSpace launched in February 2006 and is an automotive social networking Web site and home to the oldest and most established automotive community. AutoObserver.com launched in 2007 and provides insightful automotive industry commentary and analysis. Edmunds is headquartered in Santa Monica, California, and maintains a satellite office in suburban Detroit.

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