The idea that a car sells the brand doesn’t apply in the expansive world of Olivier Francois, Chrysler/Fiat’s chief marketing officer.
It’s the brand and its message that ultimately sells the car, Francois told the Automotive Press Association in Detroit. A lot of companies use cars to sell the brand but Francois has deliberately reversed the equation.
“The brand had better stand for something,” explained the French-born executive, noting he uses the exact same formula in Europe where he is in charge of the Fiat and Lancia marques.
Francois also stressed that timing is critical. Chrysler’s celebrated Eminem ad, which was shown during the Super Bowl in February,2011, would not have worked a year earlier because there wasn’t any solid evidence yet of a Chrysler comeback. A year later it would have been considered “old news,” he added.