The New Chrysler Marks 'First Day', Looks to the Future

    - 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 /CNW/ -- 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 Chrysler
    Pentastar Returns
    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 company's
    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 Limited Warranty.
    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 -
    Employees Celebrate
    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."

For further information:

For further information: Mike Aberlich, +1-248-512-2704, +1-248-635-7072
 (cell),, or Shawn Morgan, +1-248-512-2692, +1-248-760-2621 
(cell),, both of Chrysler LLC Web Site:

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