Most automaker Web sites talk about things like power, styling and speed. But the Chrysler brand is pitching a new value to U.S. car shoppers: social justice.
Under the leadership of brand CEO Olivier Francois, Chrysler is calling for the release of Daw Aung San Suu Kyi, the leader of Myanmar's pro-democracy movement.
She has been in and out of house arrest in Myanmar, formerly Burma, for most of the past two decades. She won the Nobel Peace Prize in 1991.
Chrysler and Lancia sponsored a 30-second film in support of Suu Kyi. The film, which includes footage of the Chrysler 300 sedan, first appeared on the Chrysler Web site last week.
"This is a chance to use our brand image to join with others in the fight for peace and to knock down the walls that divide us," says Francois. "We at Chrysler believe in doing the right thing and making a difference."