Advertising Industry
Industry: Email Alert RSS FeedCHRYSLER OFFICIALS ADMIT TO FLUBBING INTREPID RELAUNCH: ADS PLANNED FOR FALL WILL FEATURE MORE CAR SHOTS, LESS TECHNOLOGY.
Advertising Age, June, 1998 by Halliday, Jean
Chrysler Corp. executives are admitting they botched the launch of the redesigned 1998 Dodge Intrepid earlier this year.
Although a top Chrysler executive blamed advertising for Intrepid's lackluster sales, others inside and outside the company cited other causes, including disappointing support from dealer groups and the late arrival of popular-price models.
"Unfortunately, it's been a pretty erratic launch for a lot of reasons," said James Julow, general manager of Chrysler's Dodge Division. But "I don't think it was the advertising" that led to disappointing sales.
TEPID INTREPID
Intrepid sales are tepid, slumping 39% to 8,263 from January through May vs. the same period a year ago, Chrysler reported last week. The new-generation Intrepid...
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