I don't know what it is about those Chrysler commercials featuring DaimlerChrysler chairman Dieter Zetsche, but for some reason, I keep thinking that ol' Dr. Z isn't really who they say he is. I don't know whether it's because he's got that bushy moustache, or because he actually does a pretty good acting job (especially with his dismissive "Wiedersehen!"), but it just doesn't look like a typical corporate chairman or CEO is doing these ads. Think about CEO pitchmen of the past: even the most charming among them, like Dave Thomas of Wendy's and Lee Iaccoca, Dr. Z's most famous predecessor, were a little stiff and out-of-their-element on most of the ads, even if they had been doing them for a while. Meanwhile, Dr. Z looks like a natural. So, my ad-watching gut keeps thinking something is amiss, even though my brain knows that my gut is wrong.I'm not the only one who feels this way. A marketing research study done by Chrysler dealers revealed that 80 percent of consumers thought Dr. Z was a fictional character instead of the company's chairman. Also, while 70 percent of TV watchers liked Zetsche, only 50 percent of radio listeners did. The other 50 percent couldn't understand his accent.
Either way, Chrysler sales are down 17 percent from last July, but that could be because Chrysler makes shoddy vehicles that guzzle way too many gallons of $3.50 gas. Just a hunch.
1. They look like two different people to me. Very similar looking, but the mustaches and face seem slightly different.
Posted at 4:10PM on Aug 8th 2006 by Bob Sassone