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CHRYSLER/PLYMOUTH ADS FOR '94 MODELS SERVE TO EFFECTIVELY RELAUNCH BRAND

 HIGHLAND PARK, Mich., Aug. 18 /PRNewswire/ -- Form Follows Function ... The importance of function over gadgetry ... Not engineering for engineering's sake, but engineering for a purpose.
 That's the focus of the Chrysler advertising for 1994 models that effectively serves to relaunch the "Chrysler" brand, augmenting its current owner base by appealing to a younger, more affluent audience via its "Form Follows Function" umbrella theme.
 The Chrysler brand began that effort during the launch of the LH sedans -- beginning with the Chrysler Concorde -- and carried it on this past spring with the launch of the New Yorker and LHS luxury sedans. The "Form Follows Function" format continues to be utilized in ads for the carlns that break on network television in the fourth quarter and national magazines in October.
 The new campaign can be exemplified by one word, change. It conveys a new philosophy that the Chrysler brand has changed and is targeting to the new generation of luxury car buyers. With this new generation comes new automotive values, new automotive expectations and new levels of taste. With the "Form and Function" campaign, technology and aesthetics of the Chrysler brand's new products are showcased.
 The signature spot is naturally titled, "Form Follows Function." The :90 ad highlights the contemporary Chrysler Concorde, the roomy New Yorker full-size luxury car, the superior handling LHS personal luxury performance sedan, and the Chrysler Town & Country, the ultimate minivan. The full-line spot will begin airing in the fourth quarter on NFL football telecasts, network news and prime-time shows.
 Similarly, 35 million inserts of the 16-page "Form Follows Function" print piece will begin appearing in October newsweeklies and business publications such as Time, Newsweek and Business Week.
 The Concorde commercial "Guinea Pigs" makes the point that when a new vehicle is introduced, nobody wants to be perceived as one of the small rodents used in experiments. But the Chrysler Concorde proves that sometimes good things come to those who don't wait. In fact, according to a '93 Consumer Attitude Research Survey (CARS) of 130 models sold last year, the Concorde placed in the top 10 in owner satisfaction, along with Lexus and Mercedes.
 When driving the flagship Chrysler LHS sedan, road signs feel like invitations. As the new spot aptly titled "Signs" indicates, standard product features like four-wheel fully independent suspension, four- wheel ABS and computerized traction control, ensure that the luxury sedan transports the driver on any challenging road with panache.
 "Signs" also has a companion print ad: a four-color spread that will begin appearing in the first quarter in appropriate publications such as Architectural Digest, Food and Wine and Automobile Magazine.
 For New Yorker, new ads appeal to the new generation of buyers who can still appreciate a luxury car that handles.
 "Historically, Chrysler luxury liners have had all the excitement of a bowl of prunes," a Motor Trend staffer once wrote. But no longer, as Wilford Brimley and Don Ameche can attest. In the movie "Cocoon," the two actors discover a fountain of youth via alien encounter. In the :30 spot "Prunes," the New Yorker sedan provides a similar metamorphosis.
 There is also a four-color print spread with a double entendre to get the point across. The ad, that will run in upscale magazines -- such as Forbes, Fortune and Money -- beginning in the first quarter, leads with the headline: "Like most New Yorkers, this one is sophisticated, cultured and definitely has an attitude."
 The LeBaron convertible -- the only convertible that offers luxury styling, performance, comfort and safety, at an affordable price -- also epitomizes the "new" Chrysler brand.
 "Skies" makes one feel as if they're actually driving along in a droptop viewing the skies above. And the Chrysler LeBaron convertible -- complete with V6 engine, air conditioning, automatic transmission and dual airbags -- is now available to do just that at the reduced price of $16,999. The spot ends with a beauty shot of the vehicle in front of the Golden Gate Bridge in San Francisco.
 "Skies" also has a companion print ad: a four-color spread that will begin appearing in youthful, active publications in the fourth quarter.
 For Plymouth, one challenge is to attract "new values" prospects. New values prospects are younger, with a higher income and a higher percentage of professional/managerial/technical occupations than current Plymouth buyers.
 "We are committed to making Plymouth a vibrant, progressive, highly desirable brand," said Steven A. Torok, General Manager, Chrysler- Plymouth Division. "That means a new, revitalized Plymouth, built from the success of the individual vehicles."
 The new advertising theme line for Duster, "So much car, so little money," is also a natural for Acclaim, one of the top retail selling nameplates in the industry, with sales of 370,000 over the past four years.
 Spots for both Duster and Acclaim promote the most favorable aspects of current Plymouth products: affordable value, safety and youthful appeal.
 Of course, the other big story for Chrysler/Plymouth is the minivan.
 "In the face of ever-increasing competition, our minivans have set new sales records 14 of the last 16 months," said Torok. "We have also set five consecutive quarterly records. And retail sales are up 16 percent over last year -- making for 28 consecutive months that retail sales have increased over the prior year."
 With over 85 percent of all minivan purchasers stating that "safety" is one of their "most important reasons for buying" motivators ('93 CARS study), the new ads tout the fact that the '94 Chrysler minivans will meet 1998 government safety standards today, over four years early. Not to mention the host of customer-friendly improvements made to '94 minivans including a new 3.8L engine with more power and torque.
 For the Plymouth Voyager, the corporation breaks the rules once again. In "Taps," the popular military hymn is played in the background as hundreds of crash tested minivans are shown on screen. The commercial was actually filmed at the "boneyard," a vehicle graveyard at Chrysler's Chelsea, Mich. Proving Grounds.
 -0- 8/18/93
 /CONTACT: Rick Deneau of Chrysler, 313-252-8887/
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CO: Chrysler Corporation ST: Michigan IN: AUT ADV SU:

ML -- DE019 -- 3995 08/18/93 15:09 EDT
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Publication:PR Newswire
Date:Aug 18, 1993
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