Chrysler Reintroduces Brand in the UK with £10 Million “Different Is What We Do” Campaign

A 60-second spot that aired during the break in Sky TV’s Super Bowl coverage last Sunday was the opening shot in Chrysler’s new advertising campaign with which it re-launches the brand in the United Kingdom.

The commercial shows the 300C sedan cruising through Detroit and then emerging through a tunnel in the streets of London, where it is joined by the rest of the brand's UK line-up. It is very similar to this ad only now we see Chrysler's re-badged Lancia models as well.

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Ferrari Designer Called Upon by Fiat to Create a Common Styling for Chrysler and Lancia

Platform sharing is nothing new in the automotive world. Everyone does it as it enables companies to reduce development costs across the board. For example, if it weren’t for the VW Touareg, Porsche probably wouldn’t have the means to develop the model that effectively made it a cash cow: the Cayenne.

And truth to be said, most of the times, your average buyer doesn't know what's hiding under the sheetmetal nor if the vehicle in question is identical in many ways to a model bearing a different badge, because what he or she sees and feels are indeed different.

The trouble starts when carmakers engage in blatant badge engineering, simply placing a different grille and a new logo on the steering wheel and calling it something else.

And that's where the problem lies for Fiat and Chrysler. The automotive alliance recently revealed a trio of Lancia models in Europe: the Thema sedan, Flavia Cabrio and the Voyager MPV, which are nothing more than rebadged versions of the Chrysler 300, 200 Convertible and Town & Country respectively.

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Lancia Targets the Younger, Male Audience with New Ypsilon Black&Red

Remember the times when Lancia targeted the younger end of the male audience with cars like the beautifully penned Flavia Coupe and the rally-born Delta HF Integrale series? Sadly, those days are finito.

Nowadays, the Italian company is trying to reach out to the same demographic with trim models like the new Ypsilon Black&Red that will make its debut at next month's 2011 Bologna Motor Show.

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New Chrysler Ypsilon Supermini Makes its Debut in Britain [50 Photos]

The Fiat-Chrysler alliance has said that the two groups will work hand-in-hand towards the development of all future models, with the Italian branch handling the smaller and compact / medium segments and the American, the medium and larger categories.

We'll have to wait to see the first (real) results, but for the time being, the group is making use of one brand's vehicles to supplement the lineup of another brand through the age-old approach of rebadging.

Following the European premieres of the Chrysler 200, 300 and Town & Country with Lancia badges and names, the table has turned around with Chrysler welcoming a Lancia model into its range, the new Ypsilon supermini. But it's not for U.S. consumption.

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