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'LEAD, FOLLOW OR GET OUT OF THE WAY' -- CHRYSLER'S NEW CORPORATE ADVERTISING CAMPAIGN

 'LEAD, FOLLOW OR GET OUT OF THE WAY' -- CHRYSLER'S NEW CORPORATE
 ADVERTISING CAMPAIGN
 HIGHLAND PARK, Mich., Feb. 5 /PRNewswire/ -- Chrysler today announced a new corporate advertising campaign with Lee A. Iacocca delivering a clear message: "In the car business, you lead, follow or get out of the way ... and Chrysler intends to be a leader."
 A 60-second television commercial, airing for the first time on the CBS network broadcast of the 1992 Winter Olympic Games in Albertville, France, will be the first in a series of new corporate advertising which will run the next 18 months. The campaign lays the groundwork for the introduction of Chrysler's new products -- the Dodge Viper, Jeep(R) Grand Cherokee and new cab forward "LH" sedans, the Dodge Intrepid, Eagle Vision and Chrysler Concorde.
 "The corporation has literally reinvented itself. The platform teams are in place, our commitment is strong and the proof is in our new products," said John B. Damoose, vice president of marketing. "Actually, this is more than an advertising campaign. With the changes we've made, and the new products that are coming, Chrysler is rapidly becoming America's newest car company. We want the public to know that there is a reason to believe in Chrysler."
 In a television spot, Iacocca acknowledges that foreign competitors have been giving American car makers a real beating, but no more. Chrysler critically examined all aspects of the company, restructured into platform teams, built the billion-dollar Chrysler Technology Center and is bringing new products to market.
 The print ad features the 1992 Dodge Viper as the first of 19 totally new cars, trucks and minivans that will come from Chrysler in the next four years. The new Chrysler is building cars that will compete with anything the world has to offer.
 The ad states: "This is a heady promise. You are cordially invited to stay around and watch us deliver on it. In the years ahead, we don't plan to follow. And we sure won't have to get out of the way. That means there's only one alternative left."
 Chrysler is the official automotive sponsor of the 1992 U.S. Olympic Team for the Olympic Winter Games in Albertville, and the Summer Olympic Games in Barcelona, Spain. Chrysler is the first sponsor to capture all the automotive categories -- car, truck, parts and service.
 -0- 2/5/92
 /CONTACT: Rita McKay of Chrysler, 313-252-8794/
 (C) CO: Chrysler Corporation; CBS ST: Michigan IN: AUT ADV SU:


SM -- DE024 -- 7372 02/05/92 16:57 EST
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Publication:PR Newswire
Date:Feb 5, 1992
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