Chrysler Group LLC’s is launching the first comprehensive marketing and advertising campaign for the new Ram Truck brand.
In the past, Chrysler’s trucks have always been sold under the Dodge brand.
The Dodge name is not going away, Fred Diaz, President and Chief Executive Officer of Ram Brand.
“It’s still going to be there on the trucks,” he said. If our loyal customers want to refer to their truck as a Dodge that’s fine.”
Diaz, however, said from now Chrysler’s truck advertising and marketing will emphasize the Ram name only. One of every eight vehicles sold in the U.S. is a truck, he said.
"The Ram Truck brand customer has been clearly identified and this campaign marks the beginning of how we will begin to build a deeper relationship with that consumer," Diaz said.
"We know truck customers; we understand their passion and what drives and motivates them. We plan to connect with them on an emotional and rational level," he said.
Olivier Francois, the president of Chrysler brand, who is in overall charge of marketing and advertising for the Chrysler Group, said a key reason for selling trucks under the Ram name was to create more space for the Dodge brand and its line of cars, minivans and crossover vehicles.
The success of the Ram is in the truck market, he said.
Francois also he believes the new television campaign focuses on the American spirit and delivers a realistic view of how Ram Heavy Duty pickups are used.
“We know who drives the truck and we have built our advertising to talk with them one on one,” said Francois, who was brought in from Fiat last year to assemble a new marketing strategy for the Chrysler Group.
Marissa Hunter, Ram marketing director, also said the new campaign also will emphasize events that draw a large number of truck buyers.
The new marketing and advertising campaign for the 2010 Ram Heavy Duty was filmed in variety of locations. It highlights “the nobility of work,” Francois said.
Hunter also said the Ram brand's all-new web site, RamTrucks.com, engages consumers in the full brand experience — whether it's building and pricing a vehicle or finding merchandising and accessories to meet their lifestyle.
Diaz also offered an assessment of Chrysler’s sales so far this month saying they were solidly ahead of the pace during February. But overall sales could still wind up 10 percent below the total number of units sold in March, 2008, when Chrysler pushed up incentives to an unsustainable level to clear out inventory.
Diaz, however, said from now Chrysler’s truck advertising and marketing will emphasize the Ram name only. One of every eight vehicles sold in the U.S. is a truck, he said.
"The Ram Truck brand customer has been clearly identified and this campaign marks the beginning of how we will begin to build a deeper relationship with that consumer," Diaz said.
"We know truck customers; we understand their passion and what drives and motivates them. We plan to connect with them on an emotional and rational level," he said.
Olivier Francois, the president of Chrysler brand, who is in overall charge of marketing and advertising for the Chrysler Group, said a key reason for selling trucks under the Ram name was to create more space for the Dodge brand and its line of cars, minivans and crossover vehicles.
The success of the Ram is in the truck market, he said.
Francois also he believes the new television campaign focuses on the American spirit and delivers a realistic view of how Ram Heavy Duty pickups are used.
“We know who drives the truck and we have built our advertising to talk with them one on one,” said Francois, who was brought in from Fiat last year to assemble a new marketing strategy for the Chrysler Group.
Marissa Hunter, Ram marketing director, also said the new campaign also will emphasize events that draw a large number of truck buyers.
The new marketing and advertising campaign for the 2010 Ram Heavy Duty was filmed in variety of locations. It highlights “the nobility of work,” Francois said.
Hunter also said the Ram brand's all-new web site, RamTrucks.com, engages consumers in the full brand experience — whether it's building and pricing a vehicle or finding merchandising and accessories to meet their lifestyle.
Diaz also offered an assessment of Chrysler’s sales so far this month saying they were solidly ahead of the pace during February. But overall sales could still wind up 10 percent below the total number of units sold in March, 2008, when Chrysler pushed up incentives to an unsustainable level to clear out inventory.
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