Chrysler Revises Tag for Chrysler Brand

DETROIT DaimlerChrysler AG’s Chrysler Group is tweaking the tagline for its Chrysler brand from “Drive = Love” to “Drive & Love” in a new campaign breaking in January featuring Celine Dion.

BBDO, in Troy, Mich., is the lead agency on Chrysler Group advertising. The Arnell Group, New York, helped orchestrate the Dion deal. Both are part of the Omnicom Group.

“Drive & Love” expresses the “emotional bond” between customers and Chrysler vehicles, said Tom Marinelli, Chrysler brand marketing vice president. “Drive = Love” has been used since September 2001.

The new tag will be officially unveiled at the 2003 North American International Auto Show in Detroit, which opens to the public Jan. 11, 2003.

The modified tag line first appeared during Chrysler Group’s dealer announcement show, held in November at the same time as the Specialty Equipment Market Association (SEMA) trade show in Las Vegas. “Drive & Love” was on four outdoor billboards beneath a picture of Dion. Chrysler announced a multiyear marketing deal with Dion at that time.

–Tanya Irwin