DETROIT -- In a terse exchange, General Motors is challenging the Chrysler group to "take it back." And Chrysler isn't budging.
In Chrysler's recent TV commercials featuring former Chrysler Corp. Chairman Lee Iacocca, the automaker says Chrysler vehicles retain their value better than GM or Ford vehicles.
GM says that's not true if measured on a nameplate-by-nameplate basis. GM wants the Chrysler group to change the spots and is threatening to take action if it doesn't.
"We strongly disagree with the claims made in the current Chrysler advertising regarding the projected retained value of its vehicles compared to GM," says GM spokesman Jeff Kuhlman. "We are exploring various courses of action and have expressed our concerns to Chrysler."
GM sent a letter to Chrysler protesting the claim in the Iacocca commercials that Chrysler group vehicles "are projected to retain their values better than GM or Ford."
Chrysler is refusing to change the commercials, says Mike Aberlich, a Chrysler group spokesman.
"We respectfully disagree and we have responded to them," Aberlich says.