Many readers of
Marketing Blurb are too young to remember how Lee Iacocca saved Chrysler. In addition to a savvy bailout negotiated directly with congress, Lee charmed the nation with simple, compelling and convincing advertising appeals. (PS—we wish Lee had retired permanently and never returned to Chrysler advertising.) Fast forward to today, and DaimlerChrysler AG Chairman Dieter Zetsche has his hands full with a
company and industry in crisis. To be honest, we know
nothing about the good doctor’s business acumen. He may prove another savior or a dismal disaster. But we
do know the Chrysler Ask Dr. Z campaign is a bizarre failure, and the clueless automaker does not understand that the
Emperor has no clothes! We just learned from
The Detroit Free Press that Chrysler is continuing the Dr. Z ad campaign and adding a sweepstakes component with nine free vehicles. Chrysler needs to sell vehicles, not give them away. And they need to send Dr. Z back to the office with a more important agenda than advertising. Advertising never sells cars. Superior engineering and credible price value sells cars. And women, who buy more Chryslers than men, are not charmed by Dr. Z.
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