Written by THOMAS YUAN for Saatchi/ Chrysler China in English with bilingual Creative.

1. Chrysler 300C Re-launch
Brand & Communication Strategy
Presentation
July 20, 2010

2. We want to better
communicate to
consumers.
By seeking them out,
and going to them.

3. What we did.
BBS-ed /
spoke to
car
owners
300C, potential
& competitive
owners
Interviewed
motoring
editors
AutoHome, China
Auto Pictorial, Car
Owners, AutoCar
Talked to
sales
consultants
Visited
Chrysler
dealerships
Conducted
desk
research
Gasgoo.com, S&S
Xploring,
Sina.com,
SinoMonitor, etc

4. ‘05
Chrysler
Chrysler
+ Fiat
‘09 ‘11
What next
for China?
DaimlerChrysler
‘98
Chrysler in China
Neon Concorde Grand
Voyager
PT Cruiser Sebring 300C
200C
Concept
2011 300C

5. Brand
Awareness
“My uncle drove the Jeep for over ten
years, without realizing it’s a Chrysler.”
- Johnson, 24, Guangzhou, Chrysler 300C
“Chrysler has been a very passive brand
in China all these years.”
- Wang Wei, Editor-in-Chief, Car Owners
“I saw this great looking car in 2004, I didn’t
know it was Chrysler till I searched online. I
bought it when it became available here.”
- Jiang Tao, 30, Beijing, drives Chrysler 300C
S&S Chrysler 300C Xploring
Jun/Jul 2010

6. Great opportunity
for Chrysler
“This is a great opportunity for Chrysler
to re-brand itself in China.”
- Wang Wei, Editor-in-Chief, Car Owners
“Consumers tend to forget what a brand
has gone through. With strong branding
efforts, consumers will adopt to your new
positioning in no time.”
- Liu Yu, Executive Editor-in-Chief, AutoCar
S&S Chrysler 300C Xploring
Jun/Jul 2010
“The brand has a lot more potential.”
- Han Lu, Managing Editor, Auto Home

7. 0
50,000
100,000
150,000
200,000
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
08年 55,828 64,795 147,476 46,809
09年 44,572 101,062 186,139 46,603
增长率 -20.2% 56.0% 26.2% -0.4%
Standard full
size
Luxury
mid-size
Luxury full size Luxury large
Current
Market Situation
“While the lower-income multitude are only
just buying their first cars, many car owners
are in the phase of changing their cars.”
- Han Lu, Managing Editor, Auto Home
“We will see more consumers move up to the
luxury category.”
- Qin, Editorial Director, China Auto Pictorial
In 2009, Luxury car segments maintained speedy growth,
Luxury mid-size saw >50% growth; Note -ve growth in
standard full size Sedan
The greatest growth
potential is in the
Entry & Inter
Luxury segments Source: National Passenger Cars Association
S&S Chrysler 300C Xploring
Jun/Jul 2010

8. 300C
Luxury large
Segment
Luxury mid-size
Segment
Luxury full size
Segment
Additional
purchase
Luxury mid-size
Segment
Replacement
purchase
Upgrade
(first-time luxury)
Source of business
S&S Affluent Car Owners Xploring 2010
First-time car buyers/Non-Luxury
(Buick/Passat/Accord/Camry/Mondeo/Mazda 6/Sonata)

9. Our Task
Consumers aspiring to move up to luxury category.
Move Chrysler further up
the luxury axis.
LUXURY
Who are our
consumers?
The move-up/first-time buyers
Move-up buyers
First-time car buyers
Replacement buyers
Luxury car owners

10. BRAND
STRATEGY
Position Chrysler brand as the first choice for
luxury aspirants in China, especially among
move-up & first-time luxury car buyers.

11. SWOT Analysis
Strengths
- Classy, Grand, Unique styling &
design
- Fully Imported - QDR
- Good cost-performance
- American Heritage
Opportunities
- Continuous & steady growth of
luxury cars & imported cars markets
- Consumers’ unique & changing
needs
- Preference for bigger body size
Weaknesses
- Big displacement, bad fuel economy
(consumers’ impression of US cars)
- Low brand awareness
- Lack of new product news
- Lack of good WOM - product quality
and after sales service
Threats
- Fuel prices, fuel taxes, import
custom duties, etc - consumers
inclined to smaller displacements.
- Competitors more SOS, higher
brand awareness & SOM
- Many choices in this category

12. How do we stand out
from the crowd?

13. 300C USP
Unique Styling
Retro & Contemporary – A unique style
Performance & Innovation
HEMI V8 Engine
All-new V6 engine – High performance with better fuel
economy.
Quality & Comfort
Benchmark BMW5 - Luxury appointments & refined interiors
Some pictures are 2010MY, needs to be
confirmed.

14. In today’s changing market, the new Chrysler is focused on exactly
what customers want.
With its refined interior, premium technology features and
unmistakable design, the 300C continues to offer classic unique
styling, performance and excitement in the hugely competitive
luxury cars segment at very attractive and affordable pricing.
PRODUCT
PROMISE

15. Who are the target consumers of 300C ？

16. • Predominantly male (75%), married (75%)
• Median age: 36, mainly between 26 – 45
• Higher level of education (tertiary > 75%)
• Private/Public enterprise owners & top
management, big/medium businesses
mid/top management, top professionals
Young Chinese “new
rich” are main buyers
in luxury car market.
Source: Roland Berger / China Luxury Cars
Consumer Research (2009)
Target Consumer Profile

17. What do they want?
really

18. “I love it for its classiness, calm composure
and refined charm.”
- Bao, 31, Shandong, Chrysler 300C
“Classy, simple but grand. It’s those kind of
things in life that need to be appreciated
and relished.”
- Yu, 35, Zhengzhou, Chrysler 300C
Classic
Design
S&S Chrysler 300C Xploring
Jun/Jul 2010

19. “First class safety, very
important. I need
protection for my family.
People said this is a tank, I
quite agree. I feel safe in
the car.”
- Zheng, 36, Beijing, Chrysler 300C
Safety &
Comfort“The interior is very quiet, whether it’s low
or high speed; whether it’s strong winds or
heavy rain outside.”
- Jiang, 32, Shanghai, Chrysler 300C
S&S Chrysler 300C Xploring
Jun/Jul 2010

20. Face-Value
“I like to drive big cars. It’s a big boost
for my business image.”
- Jiang Tao, 30, Beijing, Chrysler 300C
“Driving this car home for the Chinese
New Year would be so glorious, even
the family will be so proud.”
- allwiki258, Hunan, Honda Accord
“Consumers have the same mentality,
who wouldn’t want to drive a better
car?”
- Xu Yong Jian, 36, Hangzhou, drives Volvo S80L
S&S Chrysler 300C Xploring
Jun/Jul 2010

21. Symbol
of Success
“I’ve reached a level in my career, I
need a car that suits my position, but
at the same time enjoy some fun.”
- Ren Chun, 34, Shanghai, drives Buick Excelle
“I feel I’ve achieved the ability and
status, driving a luxury car will greatly
improve the quality of my life.”
- Dave, 27, Wenzhou, Chrysler 300C
“All our friends are driving luxury cars
like BMW and Benz. We don’t want to
feel we are one rung below others.”
- Ms. Fang Yuan, 26, Hangzhou, Nissan Teana
S&S Chrysler 300C Xploring
Jun/Jul 2010

22. Perceived
Value
“The brand has a long history and rich
heritage.”
- Laoyi, 37, Wenzhou, Chrysler 300C
“Some people said, ‘spending 300k for a
face value of 1 mil’, I totally agree.”
- woai300C, 38, Xi’an, Chrysler 300C
S&S Chrysler 300C Xploring
Jun/Jul 2010

23. “Personality. That’s what I want from my car.”
- Johnson, 24, Guangzhou, Chrysler 300C
Personality
“Something unique. Not like BMW, which has
become just another ‘street car’. You see
them everywhere now.”
- Ms. Lin, 31, Shandong, Chrysler 300C“It has lots of character,
and very grand.”
- Liu, 34, Beijing, Chrysler 300C
“The other day some people were discussing
about my car, saying ‘this Rolls Royce is so niu
(awesome)’. It felt good.”
- Ye Shu Ke, 34, Wenzhou, Chrysler 300C
S&S Chrysler 300C Xploring
Jun/Jul 2010

24. “I bought this car as a 35th birthday present for
myself. It was love at first sight, and I thought about it
everyday. When I finally laid my hands on the wheel
two years later, it felt like it was worth all the wait.”
- woai300C, 38, Xi’an, Chrysler 300C
An
Aspiration
“It’s a classic beauty, a very
good car; if I have money I
will also want one.”
- allwiki258, Hunan, Honda Accord
“The first time I saw it, I approached the owner
to find out what car it was. It’s just awesome,
grand, perfect in all dimensions, open and
aboveboard; it’s a car men will love.”
- Zheng, 36, Beijing, Chrysler 300C
S&S Chrysler 300C Xploring
Jun/Jul 2010

25. Consumer
Insight
Target consumers’ motivation for purchase is to
‘get into the club’ (luxury badge prestige).
Whilst brand, styling, driving performance,
handling, safety, comfort & hi-tech features, fuel
economy, after sales warranty, etc., are what
they are concerned about, what matter most to
them is:
“I don’t want a car all my
neighbors are driving.”
“ I wanted to be seen as someone who can make
better choice than just another Audi or BMW
buyer.”
“Not another ‘street car’.”
S&S Chrysler 300C Xploring
Jun/Jul 2010

26. The 300C is a classic representation of Chrysler’s unique
design philosophy, a perfect combination of the retro old-
world charm with a contemporary touch. Beyond the social
status it commands, the 300C’s unmistakable classy and
refined styling bespeak its owner’s personality.
300C
Model Image
Positioning

27. Objectives:
Issue:
Insight:
Challenge:
Reposition and enhance the luxury image of Chrysler brand and better connect
with move-up buyers in China.
Consumers have little or mixed understanding of the Chrysler brand lost
amongst luxury brands fighting to be on consumers’ top of mind.
Target consumers aspire to get into the ‘Luxury Club’, with the things they
buy (consumerism), own (status symbol) and do (lifestyle).
Aspirations empowered - Inspire them to fulfill their dreams with 300C.
COM STRATEGY

28. BESPOKE LUXURY
( 不可 制的 奢 格复 华 调 )
COM STRATEGY :
Organizing Idea:

29. Chrysler 300C Re-launch
Creative Presentation
August 2nd, 2010

30. COM STRATEGY RECAP

31. Objectives:
Issue:
Insight:
Challenge:
Reposition and enhance the luxury image of Chrysler brand and better connect
with move-up buyers in China.
Consumers have little or mixed understanding of the Chrysler brand lost
amongst luxury brands fighting to be on consumers’ top of mind.
Target consumers aspire to get into the ‘Luxury Club’, with the things they
buy (consumerism), own (status symbol) and do (lifestyle).
Aspirations empowered - Inspire them to fulfill their dreams with 300C.
COM STRATEGY

32. BESPOKE LUXURY
( 不可 制的 奢 格复 华 调 )
COM STRATEGY
Organizing Idea:

33. COM STRATEGY
Approach 1 Approach 2 Approach 3
奢华 . 自定义
BESPOKE LUXURY
( 不可 制的 奢 格复 华 调 )
Creative Platform & Ways In:

34. SAATCHI & SAATCHI
300C Re-launch Creative Communications
奢华 . 自定义
Approach I
Approach 2
Approach 3
上广告线 ATL
TVC & Print

35. SAATCHI & SAATCHI
上广告线 ATL
TVC & Print
Approach I
“High Fashion”
奢华 . 自定义
300C Re-launch Creative Communications

36. SAATCHI & SAATCHI

37. SAATCHI & SAATCHI

38. SAATCHI & SAATCHI

39. SAATCHI & SAATCHI
上广告线 ATL
TVC & Print
Approach I
“High Fashion”
落地活动 ACTIVATIONS
Road show
奢华 . 自定义

40. SAATCHI & SAATCHI

41. SAATCHI & SAATCHI
Approach 2
“Bespoke
Style”
上广告线 ATL
TVC & Print
奢华 . 自定义
300C Re-launch Creative Communications

42. SAATCHI & SAATCHI

43. SAATCHI & SAATCHI

44. SAATCHI & SAATCHI

45. SAATCHI & SAATCHI
Approach 2
“Bespoke
Style”
上广告线 ATL
TVC & Print
落地活动 ACTIVATIONS
Road show
奢华 . 自定义

46. SAATCHI & SAATCHI

47. SAATCHI & SAATCHI
Approach 3
“Celebrity
Spin”
上广告线 ATL
TVC & Print
奢华 . 自定义
300C Re-launch Creative Communications

48. SAATCHI & SAATCHI

49. SAATCHI & SAATCHI

50. SAATCHI & SAATCHI

51. SAATCHI & SAATCHI
Approach 3
“Celebrity
Spin”
上广告线 ATL
TVC & Print
网 互络 动 Interactive
Viral, e-Media, e-PR, Search Engine
e- 媒介 e- 公关 搜索引擎
奢华 . 自定义

52. SAATCHI & SAATCHI

53. SAATCHI & SAATCHI

54. SAATCHI & SAATCHI

55. SAATCHI & SAATCHI
Pre-launch Launch Campaign Post-launch
Internet:
病毒营销
( 视频 + 论坛 )
BTL:
媒体 会试驾
Event: Launch Party
ATL ： TVC /Print ad /OOH /Advertorial
BTL: 尚地 展示时 标 / 会试驾
PR: 专业测评 / 比 道对 测试报
ATL: Print +
OOH
BTL: 端推广终 /
会试驾
媒体合作 / 活动
助赞
Strategies
Media
以公 炒作关话题 为
主引起公 注众关 .
Introduce the “bespoke Luxury” concept for 300C re-launch in China
Set relevant cases to demo by creating
special event, people and experiences.
媒体合作和活
助来体动赞 现
品牌精神 .
Jan Feb Mar Apr May
Ways Ins
300C Re-launch Communication Plan 2011

56. SAATCHI & SAATCHI
300C Re-launch Project Schedule
Update

57. THANK YOU