Chrysler Reveals New Logo - 'First day of a new Chrysler'




Chrysler was recently buzzing with enthusiasm and excitement as the ailing american automotive manufacturer unveiled
its new company logo, which can be considered to be somewhat of a rebranding and morale-boosting move by Chrysler's
top bras to lift the spirits of the company's employees and motivate them for the uncertain and challenging times 
that lie ahead not only in the American automotive Industry, but on a global scale as well where the automotive 
industry is concerned.

"Today is the first day of a new Chrysler," said Chrysler and Fiat CEO, Sergio Marchionne. 
Having unveiled their 5-year product plan recently as well, Chrysler presented a new logo to work alongside product
refreshing moves in changing brand associations in the minds of consumers. It streamlines a logo that has been in use 
since the mid-90s, moving 'Chrysler' lettering from above the wings to at their heart within a new blue block 
central to the design.

Plagued by sales plunges across its brands, Chrysler Group expects to break even in 2011 following the repayment of 
some $9 billion in government bailout money and a rise in revenue from $42.5bn in 2010 to $67.5bn in 2014. Hitting 
these financial targets will require worldwide sales doubling from 1.3 to 2.8 million vehicles which is being very 
optimistic to say the least.

A brand change is, therefore, all the more important. It reflects an ongoing restructuring that begins with a new 
5-year product plan. The health of the firm is already improving ahead of new product development; break even was 
achieved in September and the last few months have seen more money roll in than out, with Marchionne confident the 
cash won't deplete as new models are developed off Fiat technology.

In the meantime, a host of 'emergency' facelifts will renew 75% of the line-up by 2010, the remainder being 
refreshed by 2012. This strategy will align with a range of new platforms from both Chrysler and Fiat arms. 
The Fiat 500 will enter Chrysler into a new B segment market, while two further platforms set to be inherited from 
Fiat will allow new C and D segment offerings. New Chrysler platforms will underpin models in SUV, Minivan and CUV 
segments.