Chrysler tries to strike Accord in anti-Honda ads; but carmaker and its L.A. ad agency won't hit back.

Chrysler tries to strike Accord in anti-Honda ads

But carmaker and its L.A. ad agency won't hit back

Chrysler Corp.'s new advertising campaign claiming buyers prefer its cars to Honda automobiles will not draw any kind of response from Rubin Postaer and Associates, the West Los Angeles-based ad agency that produces Honda's advertising.

Gerry Rubin, president of Rubin Postaer, said, "We intend to take no defensive, offensive or retaliatory action. In fact, we believe that the advertising we're currently running is the most effective thing we can do."

Chrysler's new $60 million "Advantage: Chrysler" ad campaign, produced by New York-based Bozell Inc., is based on an independent survey commissioned by Chrysler.

Chrysler said the survey shows its smaller cars are preferred overwhelmingly to similarly equipped Hondas by a random sample of 200 owners of General Motors and Ford automobiles who are considering buying imports. The would-be car buyers were polled last month in the Los Angeles area, where sales of imports have traditionally been strong.

The ads once again feature Chrysler Chairman Lee Iacocca, wearing his now familiar trenchcoat, as Chrysler's spokesman in many of the spots. In one of the ads Iacocca says, "I've been saying we've got advantages over Japanese cars. But even I didn't know how good we are."

Honda spokesman Kurt Antonius said he believes the Honda Accord is considered a "benchmark" car. As such, he said, it is not unusual for other automakers to make comparisons.

"I think the sales and success of the Accord speaks for itself," Antonius concluded.

Rubin said Honda ads will continue to be low-keyed, image-building spots that emphasize customer loyalty to the company's cars.

"Conceptually and philosophically we are not a `retail' advertising agency," Rubin stressed. "We pride ourselves in building value into a brand, not compromising that value."

When asked for his opinion of Chrysler's promotional strategy, Rubin remarked, "Tough times provoke tough tactics. I would be skeptical about its persuasiveness."

Rubin recalled a series of old Burger King attack ads directed against McDonalds'.

It was a waste of money, according to Rubin, because McDonalds remained No. 1 and its sales were unaffected. He also pointed out that McDonalds wisely did not bother to address Burger King's attacks.

Rubin also pointed out that he suspects that consumers loyal to a product may react defensively and become even more committed to their brand when it comes under attack.

The advertising executive also questioned the validity of Chrysler's survey results.

The survey, conducted by researchers at U.S. Testing Co. in Wheeling, Ill., asked 100 consumers to judge 33 key features of Chrysler's Dodge Spirit and Plymouth Acclaim sedans against the Honda Accord.

Another 100 were asked to judge Chrysler's Dodge Shadow and Plymouth Sundance subcompacts against the Honda Civic in similar questionnaires. However, no follow-up surveys are planned on which cars, if any, were actually purchased by the 200 participants, said Dennis Hill, president of U.S. Testing.

"The fact remains the customer votes with his or her wallet," said Rubin. "And in 1989 the Honda Accord was the number one selling car in the United States."