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Saturday, February 8, 2014

Chrysler was off the mark

Chrysler's commercial with Bob Dylan during the Super Bowl was off the mark for six reasons:
  • Since 2011 Chrysler has been owned by Fiat, the Italian automaker. The ad did not disclose this, and I suspect most Americans don't know it.
  • Cars did not "make America". That's self-serving hyperbole.
  • "You won't find a match for the American road and the creatures that live on it". Really? Guess the copy writer has never driven in Australia or Peru.
  • Made-in-America vehicles are available from Toyota, Nissan, BMW, Mercedes-Benz, Hyundai, Mitsubishi, Volkswagen, and Kia. Many "Detroit" products are actually made in Canada or Mexico. Reality isn't as black-and-white as the ad implies.
  • Many of us select cars on the basis of attributes (features, quality, appearance, etc), price, financing, and post-sale support from the dealer. The bigger the purchase, the less emotional I am about it.
  • We live in a global economy. I have worked on international projects since 1983. Many Americans make a living by producing products for export. If every consumer around the world does what Dylan recommends and excludes an American product based solely on its source, then America doesn't export as much. On the whole, world trade is a good thing.
The photo of the new Chrysler 200 (for 2015) did look interesting. Too bad that the ad never said a word about it.

Good music, though.