DaimlerChrysler will be using an “American hero” marketing campaign that is costing about R4,25 billion to boost sales of the Jeep brand outside of the United States, including South Africa.
DaimlerChrysler will be using an “American hero” marketing campaign that is costing about R4,25 billion to boost sales of the Jeep brand outside of the United States, including South Africa.
Chrysler said the plan was to win more than one per cent of the European market by 2004. The marketing plan highlights Jeep’s role with liberating troops in World War II.
“We’re not shy about the brand being American, at all,” said James Schroer, Chrysler’s executive vice president of global sales and marketing. “Up until now, Jeep just hasn’t been tearing at the pride strings.”
But there has been concern that a war-themed campaign would not be appropriate after the terrorist attacks in the United States this month. Schroar said the plan had been developed before the attacks and they did not see any reason to change it. He said regional advertising staffs will be allowed to tailor the Jeep message to fit local conditions, though the hero theme is required.
South Africa’s campaign will not use the World War II theme and will concentrate on the heritage of the vehicle and the history of Jeep in this country.
“The ‘American Hero’ theme is the core of the marketing strategy and stresses the 60-year heritage of Jeep,” said DaimlerChrysler SA and Jeep marketing manager Guy Franken.
Franken said the vehicle had gone through many changes over the years and there had been difference variations of the Cherokee, Grand Cherokee and Wrangler in South Africa and this would be highlighted in the campaign. “We are drawing on the vehicle park in South Africa, which is made up of classic Jeeps, to use in the advertising and display campaigns,” said Franken.
“We have also approached owners of classic Jeeps, through the clubs that we run, to provide cars for the concept of ‘American Hero’. The focus is also on the history of Jeep in this country.”
The campaign started in South Africa with the launch of the new Jeep Cherokee recently.
