2010 Chrysler 300C SRT8

2010 Chrysler 300C SRT8

With the Fiat alliance building up speed, a new five-year plan due in just a few weeks, CEO Sergio Marchionne promising profitability by 2011, the next few months are going to be key to the "new" Chrysler's success--or failure. The first example of the new breed of advertising out of the company is now on the loose, featuring a Chrysler 300 sedan and a new "Connect" theme.

The video depicts a combination of performance and luxury themes, set against an upscale image of nightlife and youth that might not be what the typical consumer thinks when they think Chrysler, but clearly indicates the direction the company wants to push the brand.

Talk of taking the Chrysler brand further up-market has been brewing ever since Marchionne got his hands on the reins, and this looks to be the first attempt at doing that in the minds of consumers.

Let us know what you think about their success--or failure--in getting the new luxury message across in the comments below.