Starting Tuesday, Chrysler will begin an advertising campaign designed in part to change the perception that its vehicles are great looking but behind competitors in technology and quality.
The new spots, with the tag line of "Engineered Beautifully," will debut on prime-time television shows starting Tuesday night.
"It's not about quality per se, it's about our products," said David Rooney, director of Chrysler's marketing and global communications. "It's not about celebrities. It's about the product being the star. Beneath the style, the exterior of the car, getting underneath that and educating people about the technologies in our products."
Rooney said the company has made great strides in quality and technology, but consumer perception has not caught up with reality.