- Pentastar returns as corporate symbol
- Ad campaign heralds 'The Next Hundred Years'
- Employees gather to celebrate outside corporate headquarters and at
facilities around the world
AUBURN HILLS, Mich., Aug. 6 /PRNewswire-FirstCall/ -- The New Chrysler
marked the "First Day" of a new era today by bringing back its Pentastar
corporate logo, announcing a new corporate advertising campaign and staging
a celebratory rally for thousands of employees on the lawn outside its
company headquarters. The "First Day" events follow the August 3 contract
signing under which New York-based Cerberus Capital Management assumed
majority ownership of the company, with former owner DaimlerChrysler AG
maintaining a significant minority stake.
In an address to employees around the world, Chrysler Chairman and CEO
Bob Nardelli and Chrysler Vice Chairman and President Tom LaSorda outlined
the strong suits of The New Chrysler as a blend of longstanding traits and
a willingness to embrace new processes to thrive in today's
ultra-competitive marketplace. The new management team of Nardelli and
LaSorda was announced earlier today.
The New Chrysler is breaking ground as the first major North American
auto manufacturer to become privately owned in more than half a century.
Both executives pointed out that a key benefit of going private is that it
would allow The New Chrysler to strengthen its focus on long-term success
rather than pursuing the short-term expectations of capital markets.
Nardelli and LaSorda also acknowledged the need to continue to build
relationships with important stakeholders including employees, dealers,
suppliers, government and community officials. LaSorda added that the
Company will continue its long tradition of community support through
efforts such as the United Way and the newly renamed philanthropic arm, the
Following a nine-year hiatus, the Pentastar is back as the corporate
mark for The New Chrysler. First used as a logo in 1962, the five-pointed
star within a pentagram returns with a bold, three-dimensional update. The
freshened design communicates The New Chrysler's pride in its heritage even
as it looks to the future with renewed confidence.
The symbol will be used on buildings, signage and corporate stationery.
Even during the past nine years, the logo has continued to adorn the
National Corporate Campaign
A new national U.S. advertising campaign will launch on August 6
reflecting the company's heritage of product innovations and leadership and
points to the future with the theme, "The New Chrysler: Get Ready for the
Next Hundred Years."
The campaign includes print, Internet and radio ads that introduce The
New Chrysler company name to the public and feature the return of the
Pentastar as corporate logo. The advertising conveys pride in the product
milestones and innovations that have distinguished the company while also
communicating a commitment to continue building great vehicles. In
addition, the advertising highlights the current products from the
Chrysler, Jeep(R) and Dodge brands, as well as quality, environmental
accomplishments and the company's recently announced Lifetime Powertrain
The New Chrysler corporate advertising campaign will run in the United
States through the end of August and some campaign elements also will be
used in Canada, Mexico and Puerto Rico. In addition, the Company's history
of innovation is reinforced on The New Chrysler corporate site -
At the Auburn Hills headquarters of The New Chrysler, employees
gathered on the lawn to celebrate a new beginning as a privately held
company. The rally was broadcast to facilities around the world, many of
which celebrated the day with local festivities.
The "First Day" events in Auburn Hills ended with Nardelli and LaSorda
- joined by UAW President Ron Gettelfinger - flipping an oversize switch
that set off fireworks and amplified the Pentastar corporate logo on top of
the company's headquarters.
The festivities included a display of 11 current and
soon-to-be-launched vehicles such as the all-new 2008 minivans and the
unveiling of a large banner on the headquarters that reads, "The New
Chrysler: Get Ready for the Next 100 Years!" Project Bandaloop, an aerial
dance group, performed on the 15-story headquarters building.
Nardelli told the gathered employees, "Working together, I am confident
that we can continue the momentum of Chrysler's recovery and reestablishing
this great American icon on a path for global growth and competitiveness."
He added, "With a laser focus on the demands of today's marketplace and
our evolving customer base, not only in America but around the world, we
will deliver products with the fit, finish, efficiency, safety and style
that people desire."
Monday, August 6, 2007
Posted by The 'C' Team at 2:01 PM