Remember that time in high school when you were down on your luck (and social image) and wanted to create a completely new persona for yourself? You might have even seen this change as crucial to your survival in the social order. The Chrysler brand might have felt something similar when it hired Olivier Francois- the mastermind of Chrysler advertising, a.k.a. the Group's Chief Marketing Manager. Maybe you've seen the gritty "Imported from Detroit" 2012 Chrysler 200 advertisements featuring tough rapper Eminem, or Dodge's ads with George Washington driving away the British troops in a Charger. Francois is behind these advertisements, which showcase a fresh way of exposing an automobile brand to the masses.

Francois' main goal is to sell an idea like "freedom" over the actual product itself. He explains his philosophy for the Chrysler franchise, stating, "What we're trying to do is to create, to reignite the American dream."1 Even though Francois hails from Paris, he seems to have a knack of pinning down this dream. Sales of the Chrysler 200 have doubled its Chrysler Sebring predecessor this year, and Jeep's U.S. sales have risen 44 percent. These increases do come at a price, however. The franchise upped advertisement spending 59 percent from last year, up to $621 million.

Using hip-hop music and musicians, along with evocative images, Olivier Francois has successfully sold a distinctly more "American" franchise by creating distinct brands for Fiat, Dodge, Jeep, and Chrysler. Time will tell how far his transformative ideas actually extend into the auto industry as a whole, but we here at Stann McNabb Automotive certainly are impressed with his work to date, and we're proud to be a part of the Chrysler family. Are you ready to join us in celebrating American ingenuity that's "Imported from Detroit?" Stop by 2000 N Jackson St or contact us to schedule a test drive in the vehicle of your dreams!

Source:1http://www.businessweek.com/magazine/chryslers-don-draper-12082011_page_2.html