• Jan 14, 2010
CNNMoney.com is reporting that Chrysler will be the only U.S. domestic automaker to air a commercial during this year's Super Bowl. The spot in question will be 60 seconds long, the most expensive length to buy during the big game, and advertise the Dodge Charger of all vehicles. Chrysler spokeswoman Dianna C. Gutierrez is quoted saying, "What better way to illustrate to our customers that we are still here than to air on the Super Bowl..." Oh Dianna, we could think of a few ways.

Has Chrysler determined there are so many people who believe it's disappeared that spending millions on a Super Bowl ad to remind them it hasn't is a good idea? This idea ranks right up there with boarding a private jet bound for the nation's capital to ask for money from Congress. In other words, it will backfire. The expense of buying air time during the Super Bowl to advertise the outdated Charger could easily be seen by some as a waste of money, dollars that could have been used to do better things, like, say, developing a better Charger.

There's nothing Chrysler can say in a commercial that will wipe out the ill will that remains in some people's hearts after the government loans and forced bankruptcy, so Chrysler should do what its cross-town rivals are doing: be quiet and start developing better products. Once the folks at Chrysler build a better Charger (and Avenger, Caliber, Journey, etc.), then we'll by happy to watch their Super Bowl ad. Until then, we're more looking forward to watching spots from Honda, Hyundai, Kia, Audi and Volkswagen on February 7.



[Source: CNNMoney.com | Image: Jamie Squire/Getty]


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  • 82 Comments
      • 5 Years Ago
      Its really hard to make a judgement call on this one until we've seen the commercial.
      • 5 Years Ago
      Pretty surprising that they're the only domestic that is advertising in "the Big Game". I wanted to see a 5.0 doing a nice manly burnout...shucks.
      • 5 Years Ago
      They HAVE to be advertising the new charger..... I mean its about that time for it to come out..... I know its Chrysler but they cant be that dumb. I just watched the commercial they have for the dodge charger right now.....
      HotRodzNKustoms
      • 5 Years Ago
      If they were smart they would premier of whatever car will "save them" but is it too early to give out the award for worst Superbowl ad?
      • 5 Years Ago
      FOR THE LOVE OF JESUS the 2010 PT Cruiser is the same thing that came out in 2000! WTF Chrysler?
        • 5 Years Ago
        Here's the problem. It still sells. It keeps people employed. And it costs them NOTHING to keep it going.

        It's ugly. It's out of date. It's out of touch with the times. And if it makes them money, even a little bit - so be it. Bring on the PT's.
        • 4 Years Ago
        Yah, and the Volkswagen new beetle is the same piece of crap for 2010 that came out in 1998, why aren't you talking about that?
        invisiblepigeon3
        • 4 Years Ago
        They both suck! Talk about that! Crush them all into cubes!!!!!
        • 4 Years Ago
        wmdwiggs,

        Oh, I don't know..... maybe because this article is about CHRYSLER? At least Volkswagen has cars that I would actually want to buy. (sans Beetle, of course)
      • 4 Years Ago
      Don't get your hopes up that the new Charger will show up in this ad. Chrysler needs to keep marketing and selling the current Charger in order to keep cash flow coming in while they launch the new products towards the end of 2010. you can't be upset that they are trying all of these marketing efforts now; since a poll they took showed most Americans thought Chrysler was not building cars and was done.

      They aren't expecting to break sales records with this marketing campaign, but are trying to move some sort of product.

      Also, Sergio has gone on record numerous times that he does not like to reveal cars that are not within a few months of shipping to dealers. The new Charger isn't supposed to begin production until Fall of 2010 after Brampton undergoes machining changes.

      A Challenger only commercial wouldn't be wise due to its niche market and the fact it's sales are pretty healthy for its low volume.
      • 4 Years Ago
      First, My bet is that this ad will be reveal, of sorts, of the updated sedan they are calling "charger".

      Second, building a "better charger" would require building one in the first place. Thus, the update they are attempting, if it looks the way it appears to, will be a step in the right direction, but one step does complete a mrathon. Adding '68 to '70 design cues is great, but getting rid of those rear doors will ultimately be the only way to make it really a charger.

      And before the hating begins, I haven't posted here for a long long time, and no, people like me who hate this current car will never "go away". Neither will the stigma of the 2006-whenever sedan that has carried this name.

      • 4 Years Ago
      I bought my 2006 Chrysler 300C SRT8 in June of '06. It is a wonderful car. Fast, comfortable, well put together [Even IF some of the interior materials don't LOOK as good as they should] and RELIABLE.

      That said..... if 'I' loaned someone a whole bunch of money - I would be as supportive of their goal to succeed as possible. And if spending some of that money - 'my money' - on something that would quite possibly improve the odds in their favour of becoming a success - I would be all for it. [Think 'Super Bowl Ad']

      Part of me thinks that 'we' should be taking names. Because this time next year - it would really piss me off if all of the Chrysler haters suddenly tried to pass themselves off as having ALWAYS been supportive of Chrysler's future.
      captreb412
      • 4 Years Ago
      Chrysler is fine and I admire them for running an ad during the super bowl. All automakers are hurting right now. The customer satisfaction index for Honda and Toyota have dropped 5% and 2% respectively, so please remember the only thing the imports are leading is their quality is dropping while the Big 3 scores are climbing.
      • 5 Years Ago
      All the ridiculous and exaggerated hate against Chrysler made me leave Jalopnik. Autoblog is going the same direction.

      It's lame that writers that are supposed to know about the car industry, don't consider that a turn over takes a lot of efforts, time and money.
        invisiblepigeon3
        • 4 Years Ago
        daleam

        BBC just has a British accent to make it sound more credible. They're very biased toward socialist policies. They love Obama when he's doing something anti-American, which is pretty much all the time.

        I love watching Top Gear, and their news coverage is more global than the myopic US news coverage, but it's still slanted big time. Every news organization has an agenda that's not objective. How do you think they stay in business? There's no money to be made by being objective and being a news organization.
        • 5 Years Ago
        Journalists, if you can even call bloggers that, are all about hyping up things to get people upset or excited.

        We haven't had "real" news reporting in over 20 years.
        • 4 Years Ago
        I agree. I work for a big company and it took us 6 years to turn our image around for shareholders. It takes time.
        • 4 Years Ago
        I can't hear a British accent while reading a web page.
        • 4 Years Ago
        Chrysler is the whipping boy of the bloggasphere right now. In 2 or 3 years when they have new product both FIAT assisted and home grown, they will be the media darlings like they were in the 90's and like Hyundai is now. And these same snarky bloggers will say they knew before us that Chrysler was going to get it together all along. Geez, they're so smart, aren't they?
        invisiblepigeon3
        • 4 Years Ago
        Justin

        We've never had real news ever. Journalism has never been about objectivity.

        Frank

        Fiat-assisted and home grown? Isn't that a little bit contradictory there?
        • 5 Years Ago
        As a soon to be former Jalop myself, this article on AB made me feel the same way.
      • 5 Years Ago
      "Until then, we're more looking forward to watching spots from Honda, Hyundai, Kia, Audi and Volkswagen on February 7."

      This is whats wrong with Autoblog. They're more concerned with Civics and Kia Sorentos than American 6.1L HEMI RWD power sedans. Sure, its not perfect, but I'd much rather drive an R/T or SRT8 (actually, I'd probably take a 6 too) Charger than a Honda Insight. Maybe its just me.
        • 4 Years Ago
        @ d4rez,
        I wasn't looking to mitigate anything. In hindsight, I shouldn't have wasted my time typing that response.
        • 4 Years Ago
        @ Charger06RT

        Are you actually asking him? I only ask because what you've said hasn't provided any mitigation at all, particularly the 24 mpg.

        @ KHollinger

        Fair point, but it seems daft in this day and age to pay for something, both in terms of fuel and environmental guilt, if it's not great to drive or very special.
        • 5 Years Ago
        to mact:

        I have an RT with a 5.7L. I get 24mpg highway to work. Is mine a "pile"?
        • 4 Years Ago
        If it makes you feel better, not as much as the V6 model. And 24mpg with MDS is pretty sad, really. A GM LS series engine can do as good or better without any of your MDS tech.
        • 5 Years Ago
        Really the only thing that the Charger has going for it is the 6.1L Hemi. You take the engine out of the car and it becomes a complete pile.
      • 5 Years Ago
      Like some others on here I am also tired of the constant Chrysler bashing. The Charger is still a great car, especially with the HEMI, and I take it any day over a Camry or even the new Taurus. Next year everyone will be all over with praise for them when the next gen LXs come out. Chrysler will have the last laugh. Grow up autoblog!
        • 4 Years Ago
        You rode in a charger taxi and judge the car by that experience. You've got to be joking. A true Sea Urchin moment.
        • 4 Years Ago
        Wake up Cadillac DeVille, I don't see an issue with that. You suppose they are twice as nice if it doesn't say TAXI on the side?
        invisiblepigeon3
        • 4 Years Ago
        If Honda released DECADES worth of unreliable POS cars, then people would be saying the same thing about them. There's a reason why rational people hate Chrysler.
        • 4 Years Ago
        Amen brother! I can't believe how these arrogant punks have no more concern for an American icon like Chrysler. That caption next to the cell phone really pisses me off. What if someone said "Honda, they are still in business, I had no idea!" Their tree hugger butts would be outraged, but it's ok to bash American car companies all day. They are nothing more than wannabe yuppie punks.
        • 4 Years Ago
        I also do not understand this Chrysler interior bashing. At every car show I make it a point to sit in as many cars as possible and compare interiors. I personally do not find the Chrysler interiors world's apart. There is plenty of cheap plastics in Toyotas and Nissans and even the Mercedes C class (and many other cars; tried the previous Taurus?). In 08 the Charger got an interior upgrade and I think it is just fine. I own an 06 Magnum SRT8 and the interior has never bothered me. And I dont pay $40k premium to have some exclusive leather put in by some Europan with 8 weeks vacation a year :)
        • 4 Years Ago
        I rode in a taxi Dodge Charger once.... I really wonder how on earth people can stand to drive this car daily. The interior of that thing is horrifying..
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