Daimler-Chrysler has reached a business decision to invigorate the Chrysler side by promoting the inference of German engineering. We will see if they choose hollow hype and advertising or whether the Germans actually share their expertise. Either way, The image cachet of the Mercedes brand will suffer for it. There is, of course, a line between the two divisions that must not be crossed and even the big wigs recognize this when they admit that ‘you’ll never hear the name Mercedes mentioned in a Chrysler ad’. It’s a delicate bit of PR, because high end makes don’t blend well with the cheaper cars. Daimler-Chrysler has barely hatched their plan and already they are back peddling it. Packard, LaSalle, Cadillac, and others have tried. Honda with the Acura division and Toyota with Lexus are hugely successful however. But Honda and Toyota are not trying to sell their low end models at the expense of their upscale brethren. Daimler-Chrysler will have to show exceptional talent to pull this off.

Don’t know if Porsche is on the right track with the Dr. Evil advertising theme introducing its new Cayenne SUV. The ads are medieval, devilish, and all about Halloween or vampires. While the Posrsche sport cars enjoy inspired copy, to what or to whom are they trying to appeal?