Printer Friendly

DODGE SHADOW & PLYMOUTH SUNDANCE TAKE ON FORD, TOYOTA, NISSAN, CHEVROLET WHILE SPIRIT & ACCLAIM TAKE ON HONDA ACCORD

DODGE SHADOW & PLYMOUTH SUNDANCE TAKE ON FORD, TOYOTA, NISSAN, CHEVROLET
 WHILE SPIRIT & ACCLAIM TAKE ON HONDA ACCORD
 HIGHLAND PARK, Mich., Feb. 5 /PRNewswire/ -- Chrysler today introduced two new product commercials in a campaign taking on the competition and using testimonials from competitive owners to tell the results of independent research.
 The independent research firm asked 200 people who owned 1988-91 two-door Ford Escort, Toyota Tercel, Nissan Sentra or Chevrolet Cavalier to compare their car to Shadow or Sundance, and 134 of the 200 preferred the Shadow and Sundance models overall. A series of 30-second commercials with these results will debut during the CBS broadcast of the 1992 Winter Olympic Games.
 Each respondent was asked to compare the interior and exterior of the 1992 Shadow or Sundance to their own car for overall appearance, convenience and comfort. In addition, respondents were asked to evaluate driving characteristics.
 At the conclusion of the test drive, respondents also compared gas mileage, warranty coverage, major safety features, base prices and typically equipped prices.
 The commercials show a re-enactment of the test combined with actual testimonials from research participants.
 "Combining the Dodge Shadow and Plymouth Sundance into one campaign adds efficiency to our media buy as well as a consistent focused message for both divisions," said John B. Damoose, vice president of marketing.
 There are also individual commercials for each division which will be used primarily by the dealers.
 A separate two-phase research study was also conducted for the Dodge Spirit and Plymouth Acclaim. Four identically equipped 1992 models were part of a grueling 24-hour-a-day driving study and two separate consumer preference tests were conducted at 36,000-mile and 70,000-mile intervals.
 The first 30-second commercial features the results of the 36,000- mile test when 200 competitive owners who intended to buy an import were asked to evaluate the "used" Spirit or Acclaim against a new 1992 Honda Accord DX.
 Exterior and interior appearance, comfort and convenience, driving experience and riding experience were evaluated. One hundred twenty- five of the 200 respondents judged Spirit and Acclaim, with 36,000 miles on them, superior overall to the Honda Accord.
 The commercial features the results of the 36,000-mile testing but suggests that maybe Chrysler should put 70,000 miles on the cars. The ad ends with, "We'll be back."
 After the 36,000-mile test, the Spirit and Acclaim were put back on the road to accumulate 70,000 miles. Afterward, the vehicles were sent to the independent research company to repeat the same test originally given at 36,000 miles.
 Again, a majority of the respondents preferred the Chrysler products. In the second 30-second commercial, which begins with "We're back," the results show 117 out of 200 preferred the Spirit and Acclaim overall to the Honda Accord.
 -0- 2/5/92
 /CONTACT: Rita McKay of Chrysler, 313-252-8794/
 (C) CO: Chrysler Corporation; CBS ST: Michigan IN: AUT ADV SU:


JG -- DE025 -- 7378 02/05/92 17:04 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Feb 5, 1992
Words:491
Previous Article:LEADING FOOD EDITORS RATE BEST-SELLING CHOCOLATES AT BLIND TASTING EVENT
Next Article:ZEOS ANNOUNCES NEW NOTEBOOK COMPUTER
Topics:


Related Articles
NEW CHRYSLER REBATE PROGRAM BLENDS NATIONAL, REGIONAL
NEW CHRYSLER REBATES EFFECTIVE FEB. 1
SATURN IS 1991 CHAMP IN NEW-CAR SALES PER DEALER, SAYS AUTOMOTIVE NEWS
CHRYSLER FRESHENS, EXTENDS INCENTIVES ON NEW VEHICLES
AUTO CONTENT LABELING BEGINS OCTOBER 1; U.S. INDUSTRY LEADER CALLS ON JAPANESE AUTOMAKERS TO END CAMPAIGN TO DISCREDIT LAW
1995 FAMILY CIRCLE "FAMILY CAR OF THE YEAR" AWARD WINNERS ARE: CHEVROLET LUMINA AND JEEP GRAND CHEROKEE
GM VEHICLES TOP DURABILITY SURVEY
EIGHT GM MODELS TOP J.D. POWER SURVEY
CNW Research: Ford Products Fading on New-Car Shopping Lists; Toyota Leads.
Looking for 'Green' Vehicles? Auto Group Lists 45 Models Now on the Market.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters