DETROIT: Automotive giant DaimlerChrysler has begun to tackle one of its biggest post-merger PR challenges to date: dealing with the fallout from the discontinuation of its long-established Plymouth brand.
DETROIT: Automotive giant DaimlerChrysler has begun to tackle one
of its biggest post-merger PR challenges to date: dealing with the
fallout from the discontinuation of its long-established Plymouth
brand.
Though rumors of the demise of Plymouth had been circulating for some
time, the company didn’t make it official until two weeks ago in a news
release spinfully headed ’DaimlerChrysler Strengthens Brand Strategy for
Global Growth.’
While the release’s subhead more succinctly explained, ’Chrysler brand
to be expanded, Plymouth to be discontinued at end of 2001 Model Year,’
it marked a sad and quiet ending after 71 years for one of America’s
best-known brand names. Now, the company’s PR pros are left to deal with
the fallout, a major challenge given Plymouth’s hallowed status - for
several decades, it was one of the three top-selling automobile brands
in the US.
According to Kathryn Blackwell, Daimler’s senior manager for
Chrysler/Plymouth/Jeep product communications, timing of the
announcement was predicated on three factors: a clause in dealer
franchise agreements which requires 12 months’ notice, a previously
scheduled dealer meeting in Las Vegas and the availability of Daimler’s
new president, James Holden, to field both dealer and media
questions.
In addition, Daimler’s US PR team was forced to deal with internal
communication issues. It required delicate timing, one source said, to
ensure that employees heard the announcement not only at the same time
as the dealers, but also before the news release hit the wires late in
the morning Pacific Standard Time.
From a PR perspective, sources said that Plymouth’s discontinuation was
executed professionally. The news release announced a Las Vegas media
briefing with a toll-free number for US and international press.
Additionally, key members of the automotive press were already in Las
Vegas for the Specialty Equipment Manufacturers Association
convention.
The carefully laid PR plans were sabotaged somewhat by a leak to The
Wall Street Journal, promptly picked up the next day by USA Today and
other publications. Still, the company’s PR pros don’t believe the leak
did great harm, since the news had already been rumored in the trade
media.
