Chrysler tapping consumers to design future products

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. 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.


Chrysler LLC First in Industry to Launch Innovative Online Customer Advisory Board
  • Chrysler LLC leads industry with launch of online Customer Advisory Board to create ongoing two-way dialogue with customers
  • Chrysler LLC partners with PassengerĀ®, the leader in on-demand customer collaboration
  • Customers may submit Chrysler LLC Customer Advisory Board applications at

Auburn Hills, Mich. - Leading with innovation, Chrysler LLC launches industry's first online Customer Advisory Board to establish ongoing two-way dialogue with customers and gain their insights on product features and technologies. The online Customer Advisory Board's closed forum leverages the leading-edge technology of Passenger, which is the leader in on-demand customer collaboration, to engage customers in active collaboration about products and business efforts.

"Through our online Customer Advisory Board, we have a new platform to engage our customers in two-way dialogue so we can harness their insights and vehicle dreams as we move quickly to develop and refine technologies and products," said Deborah Meyer, Vice President and Chief Marketing Officer, Chrysler LLC. "Chrysler designers and engineers have always had a pulse on the market to deliver segment-leading products, but the launch of the Customer Advisory Board gives us a new way to connect with our customers to be even more responsive and innovative."

Chrysler LLC, together with its interactive agency Organic, tapped Passenger to create the Customer Advisory Board's closed online community that will allow for ongoing two-way dialogue. Passenger will provide a combination of social networking, community building and collaboration technologies in an intuitive and scalable platform. With its leading-edge software-as-a-service technology, Passenger is providing Chrysler with the ability to facilitate customer collaboration, build advocacy and apply analytical technologies in one single platform.

"The Passenger platform will help Chrysler spark innovation and satisfy a shared desire for meaningful change through ongoing collaboration with its customers," says Justin Cooper, Co-Founder and Chief Innovation and Marketing, Passenger. "Involving customers in the process promotes active participation and those customers who feel more informed have the ability to share more favorable opinions about Chrysler with their peers, the truest form of advocacy."

Organic, an Omnicom company, remains Chrysler LLC's interactive agency of record for all digital communication, including the design, development and ongoing maintenance of Chrysler, JeepĀ® and Dodge brand sites, and the Customer Advisory Board.

"Brands that listen thoughtfully to their customers and put them in the middle of their organizations will win in this era where the customer's voice is both strong and visible," said Joe DiMeglio, Vice President of Engagement Management, Organic. "We are incredibly excited about this ground-breaking initiative and helping Chrysler gain an even deeper understanding of their customers - the foundation of all exceptional brand experiences."

How it Works
To participate in the Customer Advisory Board, consumers are invited to submit an application at Participants must be 18 years or older, a United States resident and hold a valid driver's license.

Beginning in late March, Chrysler will begin the initial phase of the Customer Advisory Board, which is a three- to four-week period when Chrysler will introduce the members to the process and the company.
Once introduced, Chrysler will begin the ongoing dialogue with the Customer Advisory Board members by engaging the community with live, facilitated sessions where they may view media, respond to polls and engage with other members. There will also be discussion sections that allow members to discuss a variety of topics on their own time during a four-week period. Examples of topics may include environmental, safety, quality or technology. Other features include activities to stimulate member creativity and polls for quick feedback on topics. In addition, members may create their own profile and connect with each other through the message center.

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