Chrysler Introduces Its New Advertising Tag Line: 'Drive=Love'

    AUBURN HILLS, Mich., Sept. 6 Submitting to the passion for
driving that is the essence of  Chrysler cars and minivans, the Chrysler Group
today announced that "Drive=Love" is the new advertising theme line for the
2002 model year Chrysler brand vehicles.

    "This theme really underscores in a very direct yet effective way what the
Chrysler brand is all about," said Thomas R. Marinelli, Vice President -
Chrysler and Jeep Division Global Brand Center.  "We have focused the Chrysler
brand to appeal to customers who are confident, creative and extroverted.
They are people who don't want basic transportation but a vehicle that
expresses their individuality.  In other words, a vehicle they can fall in
love with.  The best example is the Chrysler PT Cruiser, which is arguably one
of the biggest product successes in recent times.  Our new campaign
communicates this relationship with advertising that is fun and appealing."

    "The 'Drive' element emphasizes engineering and performance while 'Love'
focuses on the emotional connection consumers feel when they see and
experience the breakthrough design of our Chrysler cars and minivans," said
Marinelli.

    "Together, 'Drive=Love' acknowledges the fact that love is a powerful
emotion that can lift the driving experience from the mundane to the
passionate," said Marinelli.  "That's a tough sell for 'Plain Jane' cars - -
but it's a natural for Chrysler's head-turning vehicles."

    The new tag line, TV spots and print ads were developed by PentaMark
Worldwide of Troy, Mich.

    The advertising campaign takes a light-hearted approach to the different
forms of love -- love at first sight, true love, the power of love -- and how
each finds fulfillment in Chrysler vehicles adorned with the brand's
distinctive winged badge logo.

    The "Drive=Love" campaign breaks September 10 with two spots on Monday
Night Football and the Latin Grammy Awards on September 11.   Following are
descriptions of each commercial:

    "Family Album" -- A 60- and 30-second spot that features the full line of
Chrysler vehicles.  It tells of the passion that Chrysler Group engineers put
into every Chrysler vehicle from concept to the finished product.  The story
is told through one engineer as he goes through the vehicle creation process.
The process begins with him sketching out a new car on a napkin during a
dinner party, followed by a series of product development events, ending with
the Chrysler family of vehicles leaving the factory.   At that point, the
engineer has the look of any parent who's child has left home for the first
time -- proud yet sad.  Says the voice-over: "When you put passion in
everything you build, it's hard to just let go."  The engineer is comforted by
a co-worker who says, "It's OK.  They're all going to good homes."

    "Boy Meets Girl" --  This is a 30-second spot.  An attractive young man is
behind the wheel of a Chrysler PT Cruiser, the icon of the Chrysler brand.
Next to him is an equally attractive young woman.  Upon arriving at her place
they passionately embrace at the front door, but the young woman really has
her eye on something else.  So she lifts the keys from her date's pocket and
drives off in the Chrysler PT Cruiser, the real source of her passion.

    Scheduled to debut later in the month are two additional TV spots.

    "Tram" -- The design and styling of Chrysler vehicles is the barely
concealed theme of this 30-second ad.  The driver of a parking lot tram can't
help stopping and staring at four Chrysler vehicles along his route -- the
Sebring Convertible, 300M, Town & Country and PT Cruiser.   In fact, he stops
the tram so suddenly that passengers are jerked forward into the seats in
front of them, some spilling their soft drinks.  Eventually, however, the
passengers don't mind the unscheduled stops.  They join the driver in staring
at and photographing the unique and powerful styling of the Chrysler vehicles.

    "Pursue Your Passion" -- This 30-second spot reinforces the core values of
the Chrysler brand: expressive, athletic, refined and romantic.  In this one,
a truck with a mirror strapped to one side attracts three drivers -- one in a
Chrysler PT Cruiser, another in a 300M and the third in a Sebring Convertible.
Each driver -- displaying unbridled pride of ownership -- pulls alongside the
moving mirror to admire how they look in their vehicles, clearly demonstrating
that stylish Chrysler vehicles are a reflection of one's self.

    In addition to Monday Night Football, the TV ads will run during NFL
Football, ABC College Football, The Today Show, The West Wing, Spin City and
That 70's Show.

    The initial print campaign consists of three ads, one of which is
currently running in the October issues of Men's Journal, Food & Wine,
Architectural Digest, and Marie Claire, among others.

    "Drive=Love" is a six-page unit with the theme line spanning the two
facing pages set against pavement.  They open left and right to reveal the
remaining four pages with the headline, "It's something everyone should
experience."  There are life-style images showing people enjoying the Chrysler
experience.  A concept vehicle, the Chrysler Chronos, is shown, plus
photographs showcasing all eight vehicles in the Chrysler family.  Each is
accompanied with a short paragraph on how love relates to each vehicle.

    In addition to the six-page unit, new three-page ads were developed and
focus on the brand design and engineering strengths.

    "Watch" uses a close-up of a man's contemporary watch with the Chrysler
winged badge logo as an integral part of the working mechanisms.  The inside
layout plays off this visual with the headline:  "Passionately designed...
precisely engineered."  The photography consists of the full lineup of
Chrysler vehicles and robotics inside a production plant.

    "Faucet" also features the full lineup of Chrysler vehicles plus related
lifestyle shots.  The cover features an upscale, sophisticated faucet with the
"hot" handle replaced by the Chrysler winged badge.  On the inside spread the
headline is:  "Heat can be measured in Celsius, Fahrenheit and now sheet
metal."  The ad illustrates the Chrysler brand's passion for great design.

    The print ads are targeted at a broad range of consumers and will begin
appearing in fall issues of Esquire, Wired, Motor Trend, Vanity Fair, Sports
Illustrated and Travel & Leisure.

    PentaMark Worldwide is a unique full-service global marketing
communications agency that provides advertising, marketing, media planning and
buying worldwide for DaimlerChrysler.  Headquartered in Troy, Michigan,
PentaMark Worldwide is owned by BBDO Worldwide, a wholly owned subsidiary of
the Omnicom Group, which is publicly traded on the New York Stock Exchange.