There is a new emphasis on style and appearance at Chrysler and I’m not talking about the company’s vehicles. The automaker recently launched a new way to shop for apparel and accessories. Ultimately, making it easier for customers to show their enthusiasm for Pentastar products.
Each Chrysler division gets its own unique site and its own unique line of merchandise. The “refined and stately” Chrysler Collection features mahogany humidors, premium writing instruments, leather wine bottle carriers, and much more. There is an “edgier, urban” vibe at the Dodge Life site. With hoodies and tees that sport Dodge-related logos. The Jeep Gear online store offers merchandise that emphasizes the brand’s off-road positioning. This includes Swiss Army rescue tools, and water-resistant outerwear. Even, pet accessories, like a collapsible water bowl. At the Ram Trucks Outfitter, it’s all “work hard, play hard,” with cowhide work gloves, “G-Shock” watches, camouflaged 18-can coolers, and much more.
According to Olivier Francois, president and CEO of the Chrysler brand and head of marketing states, “Chrysler, Dodge, Jeep and Ram Truck Brand vehicles each attract a different customer, and the clothing and accessories offered on the brand sites represent the lifestyle and attitude of that customer. Each brand offers merchandise that is high quality and made of substantial materials. We also offer products from companies that share our passion for substance and style.” Now, if Chrysler could put the same kind of effort and focus into designing its actual vehicles, the company might get somewhere.
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