DaimlerChrysler has turned to a San Francisco-based Internet heavyweight, Organic Inc., to improve its Web sites, create new ones and make all of them easier to use.
The automaker had used Ross Roy Communications Inc. to develop its Internet presence, but Organic has more experience and potential, said Tom Peyton, DaimlerChrysler's senior manager of interactive strategy and new media.
Ross Roy, based in Bloomfield Hills, Mich., is a marketing services agency dedicated to DaimlerChrysler. The automaker will continue to work with Ross Roy on other traditional marketing, Peyton said.
Organic will improve DaimlerChrysler's 60 Web sites, create new sites and services, introduce new technologies and link everything, Peyton said.
DaimlerChrysler's Web sites include a corporate site and individual sites for its Chrysler, Plymouth, Jeep and Dodge brands.
Organic has opened an office in Bloomfield Hills with 100 employees to be near DaimlerChrysler. Organic's clients include Starbucks Corp., Barnes & Noble Inc. and AutoConnect LLC.
'We wanted to be proactive, get the best in the business in here,' Peyton said. 'We wanted someone with out-of-Detroit thinking.'
Organic is working on the Web sites that will feature DaimlerChrysler's 2000 models, Peyton said. The sites will be launched Sept. 1.
Organic will refine DaimlerChrysler's existing Web sites so they will work together better. For instance, Organic will make it easier for a visitor to jeep.com to link to another Web site, such as mopar.com, and then return to jeep.com, he said.
The automaker's Web sites also include Chrysler Financial, Fleet, Five Star, College Grad and Service Contracts.
DaimlerChrysler has more than 2 million visitors a month to its Web sites, Peyton said.