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Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

NHTSA investigating Chrysler for airbags, ignition switches

Chrysler is being targeted by the National Highway Traffic Safety Administration in a pair of actions that focus on over 1.2 million Jeeps, minivans and crossovers.
The first is a "preliminary investigation" that focuses on an airbag issue afflicting the Jeep Commander built in model years 2006 and 2007 and Grand Cherokee from 2005 to 2006. In total, 700,000 vehicles could potentially be affected. It's not entirely clear what the airbag issue is, with The Detroit Free Press simply stating that the restraint systems in the affected Jeeps may be "faulty."
The other investigation is what's called a "recall query" and it covers a problem that General Motors should be familiar with. In this case, there could be a problem with the ignition switches of 525,000 vehicles, ranging from 2008 to 2010 Chrysler Town & Country and Dodge Grand Caravan minivans, to the 2008 to 2010 Dodge Journey crossover. Again, it's not entirely clear what sort of behavior prompted the 32 complaints that NHTSA has received on these vehicles.

Chrysler stays IPO until 2014

There will not be a Chrysler IPO in 2013. Fiat, according to a report from Forbes, has announced that it will not be able to make the American brand's initial public offering before the end of the year, saying that the short, five-week window that makes up the rest of 2013 is "not practicable."
Not surprisingly, the issue with the Chrysler IPO is the same as it's always been - a disagreement between parent company Fiat, which owns 58.5 percent of the Chrysler Group and a UAW healthcare trust, which owns 41.5 percent. Fiat wants to buy out the UAW VEBA healthcare trust, which is responsible for shouldering retiree healthcare costs, but the two sides are hung up on an actual price tag for the remaining two-fifths of the company.
The original idea saw an IPO as a way of setting a fair market price for the remaining shares, although it's not entirely clear what broke down and led to a delay of the IPO plan. As Forbes points out, by waiting until 2014, Chrysler could be risking a cool-off in the IPO market, which could mean less money in its pocket when the automaker finally goes public.