Chrysler overreaches on this memorable journal commercial.
Give Chrysler credit score for hubris. If a carmaker goes to match in promoting its automobiles to different autos, it could as properly shoot for the celebrities. And, on this advert for the brand new LeBaron GTS, Chrysler went large.
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1986 Chrysler LeBaron GTS
New for 1985, the LeBaron GTS was born of humble inventory, sharing its fundamental structure with the Chrysler Company’s widespread Dodge Aries and Plymouth Reliant “Ok-Automobiles.” By this time, nearly every part within the Chrysler secure was Ok-Automobile derived, a factor with was each good and unhealthy.
Confusingly, Chrysler offered a non-GTS LeBaron, with was nothing greater than a gussied-up Dodge Aries with leather-based trim, plenty of faux wooden cabin trim, and wire wheel covers.
The GTS was one thing extra, nevertheless. The GTS boasted a sublime design, specifically tuned suspension, and nifty—and European cool—hatchback physique. Obtainable with a 146-horsepower turbocharged 2.2-liter engine and a 5-speed handbook transmission, the GTS held its personal in site visitors, and by most accounts was first rate dealing with.
However a European look and a spunky engine can solely take you thus far, and sadly, the GTS’s Ok-Automobile ancestry restricted the automotive’s final attraction. Whereas the GTS arguably regarded European, and dealt with OK, it didn’t come near matching European luxurious sedans when it comes to efficiency or refinement.
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However, just like the proud mom of an under-performing little leaguer, Chrysler went excessive in its print promoting—and in TV adverts—and in contrast the GTS on to the compact Mercedes-Benz 190E, and the midsize BMW 528e. each of which have been extraordinarily properly regarded on the time.
The print advert features a chart demonstrating the GTS’s superior efficiency in acceleration, braking, and dealing with. I gained’t get into how, however the analysis course of which yielded stated numbers may have been—and sure was—designed to indicate the Chrysler in the very best mild.
That stated, up to date buff-book critiques of the GTS have been usually form to the automotive, noting that it was a significantly better automobile than the Ok-Automobile derivatives it was associated to. Nevertheless, those self same critiques additionally famous the next:
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Moreover, the GTS was shod with rear drum brakes, inexcusable on a automotive being in comparison with wonderful European sport sedans. Additionally, the GTS’s sold-beam rear axle appeared low-cost and crude in comparison with the Mercedes 190E’s subtle multi-link association.
The one class wherein the GTS clearly trumped the competitors was worth. A properly outfitted 1986 GTS listed for round $13,000, significantly much less that the BMW 528e (about $27,000) and the 190E (about $31,000). Whereas the comparability put for within the advert is patently absurd, no less than it known as consideration to the GTS itself. Consumers on the time wouldn’t have related any Chrysler product with premium European autos, in order that advert no less than raised shopper consciousness of the GTS’s meant mission—albeit with a dose of absurdism.
Word that Dodge offered a really related automobile known as the Lancer. The GTS and Lancer have been obtainable from 1985 by 1989. All instructed, about 188,000 LeBaron GTS discovered patrons, few of whom truly cross shopped their Chryslers with a Mercedes or BMW.
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1986 Chrysler LeBaron GTS Gallery
(Click on under for enlarged pictures)
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