BERLIN/MUNICH -- Chrysler will focus its European sales offensive on Germany.
"This is one of our favorite markets," said Thomas Hausch, the Chrysler executive responsible for non-US markets.
Chrysler aims to compete in new segments in Germany with models such as the PT Cruiser convertible. The company also will use an offbeat marketing campaign to try to win customers.
Chrysler sales in Germany last year fell 14.6 percent and Jeep sales were down 4.9 percent. Chrysler sold 12,571 units and Jeep sold 7,533 vehicles in Germany in 2003.
Chrysler's 180 German dealers are counting heavily on the 300C, which will be introduced in May.
Chrysler will market the American-style sedan as an "expressive alternative to the E-segment." The car will compete again lower-premium models such as the BMW 3 series and the Audi A4.
Chrysler's design director Ralph Gilles said at the Detroit auto show that the 300C is "very extroverted, like America" and Chrysler's German advertising campaign will take up the theme.
The 300C will be marketed with slogans such as "Don't be modest" and "It just looks like you have a chauffeur."
Chrysler's German marketing boss, Ulrich Klenke, hopes to give the brand image a new profile.
Chrysler's first new model in Germany will be the PT Cruiser convertible, which goes on sale March 27. It will be targeted at Volkswagen New Beetle buyers.
The Crossfire roadster and the restyled Voyager will follow in April.
The Voyager will be available for the first time with a 2.8-liter Mercedes-Benz turbodiesel engine and automatic transmission.