Autoblog

Chrysler's "It's a new day" ad campaign has been in full swing for about a month, but very little substance has backed up the slogan. Now, Chrysler has extended a somewhat open arm to consumers and asked what they're looking for in a new vehicle. ChryslerListens.com is designed to fill that communications gap, asking customers (in 1,000 words or less) to tell the automaker's PR department what products they want to see coming from Chrysler.

Beyond a basic form on the home page that allows you to speak your voice (you can also call Chrysler or submit something via snail mail), Chrysler is inviting consumers to join the "Customer Advisory Board," what's being billed as a forum that allows the chosen few 5,000 to submit ideas, get a sneak peak at videos and presentations and generally have their voices heard, if not responded to. The rational behind the forum seems sound, particularly considering that Chrysler is doing its best to cut costs and focus groups aren't cheap. It may also allow Chrysler to get more automotive-aware consumers interested in its products beyond the few people that wander into a focus group looking for a few bucks and some stale pastries. However, we're a little unsure if the tactic will provide Chrysler with what it needs to shape the future of its products and services, considering that the only people likely to sign up are partisan pistonheads who are already married to the Mopar camp or slighted customers looking for a place to vent. If you're interested, sign up and wait the three to four weeks to find out if you've been approved.