America’s Import (Chapter 4)

Chrysler recently launched a new campaign promoting its vehicles as “America’s Import.”

• Chrysler 200 – Japanese Quality
• Chrysler 200 – German Performance
• Chrysler 200 – Swedish Safety

Discussion Questions:

1. After watching these new Chrysler ads, what are your thoughts?
2. Which product positioning strategy is Chrysler using? Justify your answer.
3. What does the concept “America’s Import” mean to you? Explain.
4. What are your thoughts about having individuals speaking in a different language in the ads?
5. Do you think this positioning approach will benefit Chrysler? Why or why not?