is a new celebrity who is advertising cars now
the CEO himself! Carmakers Chrysler and Ford find that
their own heads endorse their products best. CNBC-TV18
shares the details with domain-b.
has a doctor in the house, it's the 'Ask Dr Z' campaign,
which kicked off in July, this year. It features DaimlerChrysler
chairperson Dieter Zetsche. When Daimler Benz AG and
Chrysler Corp merged in November 1998, the American
company was quiet about its German alliance.
Chrysler lost market share. After US sales fell 12 per
cent between April and June from a year earlier, Chrysler
decided to talk about German engineering sophistication.
And who better than its very German chairperson?
at Daimler Chrysler, Dieter Zetsche says, "I had
some reluctance initially. But I saw some research that
this approach would be effective in selling this unique
product and value proposition. I obviously agreed and
we've got a very important message we need to get out
and in our usual Chrysler way, we're going to do it
while having some fun.
carmaker Ford had a tougher challenge. It needed someone
who would counter $254 million losses it posted in its
second quarter this year. So it got Bill Ford to talk
about its discounts.
is not the first time carmakers' CEOs have marketed
a product. Last year Chrysler roped in ex-Chairman Lee
Icocca in a $75-million
campaign that also featured actor Jason Alexander and
rapper Snoop Dogg. The effectiveness of recent marketing
campaigns though is yet to be evaluated.