克萊斯勒組合拳打開新局面

菲亞特500

????馬基奧尼希望通過菲亞特500將意大利汽車重新帶回美國市場，但菲亞特500上市后的反響卻并沒有預想般強烈。首先是經銷商的鋪貨速度慢于預期，另外由于美國汽油價格穩定，因此微型車對美國銷售者的吸引力并不大。菲亞特500并沒有給克萊斯勒的財務狀況做出多大貢獻。看來克萊斯勒的品牌總監奧利維爾?弗朗索斯有必要嘗試一些新的營銷理念了，因為好萊塢女星珍妮弗?洛佩茲代言的廣告似乎并沒起多大的效果。

Fiat 500

????Marchionne had hoped to relaunch Italian cars in the U.S. by bringing the appealing 500 to these shores, but the response has been less than robust. The dealer rollout has gone more slowly than expected, and stable gasoline prices don't give U.S consumers a compelling reason to buy minicars. Mostly bragging rights are at stake here -- the 500 doesn't contribute much to Chrysler's bottom line. Relighting sales will give marketing whiz Olivier Francois a chance to try out some new ideas because it looks like J.Lo ads during football games aren't going to move the metal for him.