Fiat Chrysler's Super Bowl TV ad plan remains in doubt
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The last time FCA sat out the game, it was known as Chrysler Groupwhich then included Chrysler, Dodge, Jeep and Ram. The automaker returned to the game in 2010 after a five-year hiatus with a 60-second spot for Dodge. The buy came on the heels of Chrysler’s bankruptcy.
In the years since, the Super Bowl became a showcase for FCA and Francois. The automaker broke through in 2011 with the award-winning “Born of Fire Ad” that featured the “Imported From Detroit” tagline and starred Eminem.
But this year Francois is operating under a new CEOMike Manley, who took the reigns last summer after Sergio Marchionne became seriously ill and later died. Manley is known as a “car guy,” grounded in fundamentals like maintaining good dealer relationships. Under Marchionne, Francois enjoyed a certain level of autonomy that allowed him to pursue Super Bowl ads that were often about higher ideals than simply selling the next model.
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