Auburn Hills, Mich. — Submitting to the passion for driving that is the essence of Chrysler cars and minivans, the Chrysler Group today announced that "Drive=Love" is the new advertising theme line for the 2002 model year Chrysler brand vehicles.
"This theme really underscores in a very direct yet effective way what the Chrysler brand is all about," said Thomas R. Marinelli, Vice President — Chrysler and Jeep Division Global Brand Center. "We have focused the Chrysler brand to appeal to customers who are confident, creative and extroverted. They are people who don't want basic transportation but a vehicle that expresses their individuality. In other words, a vehicle they can fall in love with. The best example is the Chrysler PT Cruiser, which is arguably one of the biggest product successes in recent times. Our new campaign communicates this relationship with advertising that is fun and appealing."
"The 'Drive' element emphasizes engineering and performance while 'Love' focuses on the emotional connection consumers feel when they see and experience the breakthrough design of our Chrysler cars and minivans," said Marinelli.
"Together, 'Drive=Love' acknowledges the fact that love is a powerful emotion that can lift the driving experience from the mundane to the passionate," said Marinelli. "That's a tough sell for 'Plain Jane' cars — - but it's a natural for Chrysler's head-turning vehicles."
The new tag line, TV spots and print ads were developed by PentaMark Worldwide of Troy, Mich.