Chrysler Lines Look to Past for Latest Showroom Signs

It's deja vu all over again. Chrysler Corp. dealers are capitalizing on the success of their recent Neon campaign by using the same approach to promote a number of new nameplates. For the Neon campaign, participating dealers -- 4,300 in all -- took the obvious route in displaying fluorescent colored neon signs to tout the automobile of the same name. Since then, new models have jumped off the assembly line and created more confusion. Neon is being used to cut through that clutter.Chrysler-Plymouth's National Merchandising Manager Jim Cherfoli explains, "We feel this program gives us consistency across the country." The bright displays hang directly overhead, providing a clear, concise method for immediate name recognition from the point of entry. The energy efficient nature of neon signs allows dealers to leave these eye-catching displays glowing 24 hours a day.Creative Marketing Services Inc. brought back neon signage from its roots as a standard fixture in dealer showrooms. The Neon nameplate, of course, prompted the idea, but the Southfield, Mich.-based company has effectively adapted this format to fit Chrysler-Plymouth's latest additions including Stratus, Sebring and Cirrus. The signage also enhances the identities of their existing Jeep and Eagle lines. Neon artwork imitates the logo design of the featured nameplate. A 30th anniversary emblem, for instance, highlights the January introduction of Cirrus. It's the first model to wear Chrysler's resurrected symbol. The gold, medallionlike badge appears alongside the Cirrus name on signs and also appears at the close of its television commercials.Chrysler's use of neon and the flashback logo strategically ties it to the retro rage that's sweeping the nation. Wartorn veteran car salesmen undoubtedly recall the first time neon signs filled their showrooms. But, this is a fresh concept for the new generation of car shoppers.Creative Marketing Services is authorized by Chrysler to sell direct to its dealers. The Highland Park, Mich.-based automaker approved this system to assure continuity and consistency. The full-service marketing agency has put nine nameplates in lights and 8,000 units in the field to date.Everbrite Inc. of Greenfield, Wis., manufactures the signs in two sizes. Chrysler's Viper, Neon and Jeep lines are lit up for posterity in signs that are 39 inches wide by 9 inches high by 4 inches deep. The 50-inch-wide version accommodates longer names such as Avenger and Sebring. The units are shipped fully assembled, ready to plug in and hang. Sturdy vacuum-formed polycarbonate construction frames the neon tubing.

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