Five Star rises as DaimlerChrysler brands dealers

Guilford, Dave
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p2
Trade Publication
This article reports on the national campaign launched by DaimlerChrysler in September 26, 1999 for its Five Star dealer-quality program. Though meant to convince consumers the automaker has upgraded dealerships for Chrysler, Dodge, Jeep and Plymouth, the campaign has a secondary target. A. C. "Bud" Liebler, DaimlerChrysler senior VP-marketing, said the campaign will pressure dealers that have not yet met Five Star certification standards in employee training, procedures, equipment and facilities. National TV breaks with two spots from FCB Worldwide in Southfield, Michigan, on National Football League telecasts. Print will include buys in USA Today and The Wall Street Journal as well as magazine spreads.


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