AUTOMAKER LOOKS TO BRING IN DEALERS TO CORPORATE EFFORT

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Chrysler Corp. has established a corporate site on the World Wide Web, but is still working on the best way to translate it into effective brand marketing.

Chrysler last month opened a pageat http://www.chryslercorp.com, plus home pages for the Chrysler and Plymouth brands. Jeep and Eagle will come online by the end of June; Dodge is slated for later this summer.

Even when all the brand pages are up, Chrysler will still need to make several key decisions, said James Julow, director-marketing operations.

"We won't include dealers on the corporate home page, but we've discussed getting them involved with the brand home pages," Mr. Julow said. "We have dealers who are on the Internet, but it's a relatively low number. We'd like to find a way to be partners."

Chrysler has given Ross Roy Communications, Bloomfield Hills, Mich., responsibility for coordinating its interactive media efforts, but it doesn't signal a major change in the way projects are handled, said Arthur "Bud" Liebler, Chrysler's VP-marketing and communications. BBDO Worldwide, Southfield, Mich., agency for Dodge, and Bozell Worldwide, also Southfield, agency for Chrysler/Plymouth, Jeep/Eagle and corporate advertising, will continue to do interactive creative on those accounts, Mr. Liebler said.

Bozell and fellow BJK&E unit Poppe Tyson, Mountain View, Calif., collaborated on the Chrysler corporate home page.

The Chrysler brand (http://www.rossroy.com/chrysler.htm) and Plymouth (http://www.rossroy.com/plymouth.htm) home pages were created by Ross Roy. Bozell and Poppe Tyson are collaborating on the Jeep and Eagle pages, while Ross Roy and BBDO are designing the Dodge page.

Mr. Liebler said Ross Roy was the logical choice for the oversight role because it is already involved with a number of Chrysler units that are or will be involved with interactive media. Ross Roy assignments also include Chrysler Credit, fleet operations, service and parts and sales training.

The corporate page has a representation of the company's Technology Center in Auburn Hills, Mich., and offers five areas-technology, environment, library, executive offices and showroom.

The showroom will be the link to the brand home pages, where a user can get information about specific models.

The Chrysler site also is linked to two other popular Web sites, Time Warner's Pathfinder and HotWired.

Mr. Julow said Chrysler isn't dabbling on the Web simply to learn.

"The Internet is truly going to sell cars today," he said. "The question is how many."

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