Chrysler standardizes Web work

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Chrysler Corp. is remaking its Web sites under the direction of agency Ross Roy Communications.

The marketer says it wants to bring symmetry and focus to its 10 brand and corporate sites.

"There was a lot of differentiation and a lot of disjointedness in how we built them," said Richard Everett, director of strategic technologies, sales and marketing operations at Chrysler.

Only a few of the sites had comparison shopping. A few didn't list options. Three sites were built on an Apple Computer platform; three on Unix.

Now, all the sites carry the same information.

The original corporate, Jeep and Eagle sites were designed by Bozell Worldwide, Southfield, Mich., with Poppe Tyson, Mountain View, Calif. Ross Roy, Bloomfield Hills, Mich., handled the Chrysler and Plymouth brand sites and worked with BBDO Worldwide, Southfield, Mich., on the Dodge site.

MULTILINGUAL SITES

Under the new plan, Ross Roy manages the sites with ad strategy input from Bozell and BBDO. The agencies are able to review Ross Roy's work.

Next month, the automaker will add Web pages for 15 countries, including Taiwan and Japan, with copy in their native languages. Ford Motor Co. already offers a similar feature on its site.

Chrysler this spring also will give its dealers tools to update their pages linked to Chrysler's sites. Previously, dealers had to send changes to the automaker.

This fall, the automaker will implement software to allow visitors to find, configure and price vehicles. A user, for example, could search for which Chrysler vehicles would be capable of 6,000-pound towing.

Chrysler will be able to track the most popular options and colors and adjust its manufacturing and supplier deals accordingly.

Copyright February 1997, Crain Communications Inc.

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