Chrysler is moving back into the competitive UK car market after an
absence of 14 years and has handed its incumbent agency, Delaney
Fletcher Bozell, pounds 6 million worth of advertising for two new
The new models, the Neon and the Voyager, are due to reach dealers in
June and October, respectively. They will be the first non-Jeep launches
in the UK since Chrysler re-entered the market in 1992 with its Cherokee
and Grand Cherokee Jeeps.
Delaney Fletcher has handled advertising for the Jeep side of Chrysler’s
business in the UK since that time. The new assignments will effectively
double the value of the Chrysler account to pounds 12 million.
Advertising for both marques will break in the summer and the agency’s
task will be threefold. First, it must establish Chrysler as an
authentic American car company, building a presence in the UK after a
lengthy absence. Part of this task will involve reassuring prospective
buyers that there is a comprehensive network of dealers already in
existence. All Jeep dealers are now dual branded with the Chrysler name.
Second, Delaney Fletcher has been briefed to establish a clear identity
for the Neon, a family saloon, in a highly competitive market. Finally,
the brief for the Voyager, a people carrier, is to persuade buyers not
to buy a similar style car from Chrysler’s competitors, such as the Ford
Galaxy, but to wait for the imminent launch of the Voyager.
Delaney Fletcher’s managing director, Mark Lund, said: ‘Like the Jeep
Cherokee, both products have practical strengths, which provide a great
platform for ads.’
Delaney Fletcher’s parent agency, Bozell Worldwide, handles the Chrysler
business globally. Chrysler recently ran Delaney Fletcher’s UK launch
campaign for the Grand Cherokee throughout Europe.