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CHRYSLER'S HISTORIC LEADERSHIP IN SAFETY IS DOCUMENTED IN NEW AD

 CHRYSLER'S HISTORIC LEADERSHIP IN SAFETY IS DOCUMENTED IN NEW AD
 HIGHLAND PARK, Mich., June 30 /PRNewswire/ -- Chrysler Corporation (NYSE: C) will begin airing a new series of ads depicting the company's long heritage as an automotive safety innovator and leader -- from padded dashes to built-in child seats.
 Beginning this Thursday, two spots, one 60 seconds and the other 30 seconds, will air during July. A print version will run in 11 leading business, science and sports publications between July and September.
 The ads tell viewers and readers about a number of Chrysler safety innovations including padded dash (1949), shoulder harness (1966), installing air bags in every car and minivan the company built (1991), and offering both dual air bags and built-in child seats (1992).
 "Research shows safety has become increasingly important in consumers' car-buying decisions," said John Damoose, Chrysler's vice president - marketing. "Within the past two years, many automotive manufacturers have responded by placing more emphasis on safety. While Chrysler led the way in this most recent era of safety consciousness with its commitment to air bags, it is important to remind consumers that safety has long been a concern of Chrysler's."
 The voiceover for this commercial reflects Chrysler's safety heritage.
 "At a time when it has become fashionable to hop on the safety bandwagon, we thought you'd like to know who built the bandwagon," the voiceover announcer says. "In the car business, you lead, follow or get out of the way."
 The first commercial airing is scheduled on CNN's election campaign coverage Thursday. The corporate schedule for July consists of 38 network and 24 cable spots, including Good Morning America, the Today Show, NBC Nightly News and Democratic convention coverage.
 Bozell, Inc. is the agency for the campaign, which is part of the national corporate campaign of "Advantage: Chrysler."
 -0- 6/30/92
 /CONTACT: Scott Fosgard, 313-252-5781, or Rita McKay, 313-252-8794, both of Chrysler/
 (C) CO: Chrysler Corporation ST: Michigan IN: AUT ADV SU:


JG -- DE028 -- 5358 06/30/92 17:12 EDT
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Publication:PR Newswire
Date:Jun 30, 1992
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