A New Logo A New Chrysler

Published on November 19th, 2009

Ailing American carmaker Chrysler recently put forth a confident and optimistic front as it announced its 5year product plan that also coincided with the launch of its new logo.

“Today is the first day of a new Chrysler,” said a hopeful and equally optimistic Chrysler and Fiat CEO, Sergio Marchionne. Having confidently unveiled their 5year product plan, Chrysler went ahead and introduced the company’s new logo that will supposedly work alongside product refreshing exercises aimed at changing brand associations in the minds of consumers. It streamlines a dignified and recognized logo that has been in use since the mid-90s, moving the ‘Chrysler’ lettering from above the wings to at their heart, within a new blue block central to the design.

Chrysler, who landed in trouble in the first place not too long ago when it was plagued by sales plunges across its brands, rather optimistically expects to break even in 2011 following the repayment of a staggering $9 billion in United States government bailout money, and a rather generous and yet again optimistic forecasted rise in revenue from $42.5billion in 2010 to $67.5billion in 2014. Realistically, meeting these financial targets will require somewhat of a miracle or so to speak, in the form of worldwide sales doubling from 1.3 to 2.8 million vehicles. With the world population growing and growing, it can be understood as to how and why Chrysler has come up with such a forecast and projection. 


Chrysler firmly believes that a brand change or rather rebranding exercise is therefore, important and necessary especially after such turbulent and uncertain times where the North American automotive industry especially is concerned. It reflects an ongoing restructuring that begins with a new 5-year product plan. The health of the company according to its top brass is already improving ahead of planned new product development; breaking even was achieved in September and the last few months have seen more money roll in than out, with Marchionne confident the cash flow will not dry up or stop as new models are developed off Fiat’s technological expertise and know-how. 

In the meantime, a host of what has been termed as ’emergency’ facelifts, will renew 75% of the line-up by 2010, with the remainder being gradually refreshed by 2012. This strategy will align with a range of new platforms from both Chrysler and Fiat arms. The Fiat 500 will enter Chrysler into a new B segment market that will hopefuly be a good money spinner, while two further platforms set to be inherited from Fiat will allow new C and D segment offerings to be introduced into the market to further boost the Chrysler brand’s sales and revenue. Marchionne also announced that New Chrysler platforms for the future will underpin models in SUV, Minivan and CUV segments.

text: Azdee Amir  pix: Chrysler


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