Lutz had no problem appearing dressed as Mr. Rogers and reading nursery rhymes while he and Chrysler Chairman Bob Eaton introduced the new minivans.
"Outrageous and irreverent is exactly what we wanted," Lutz said. "At that time, almost everyone at Chrysler was from somewhere else. We were a highly creative bunch of guys, and the result was the unconventional, to try different things. The attitudes we displayed at those press conferences was exactly the mind-set of the whole company."
Before Lutz signed off on an idea, he wanted to know all the technical details of how the display would be executed.
"I always worried if a particular stunt would work," Lutz said. "Those were questions I always asked. Nothing would be more embarrassing than waiting for the truck to drop, and waiting and waiting and waiting ..."
The Grand Cherokee spectacle created an avalanche of publicity. About nine months after the Jeep smashed through the window, Kowaleski was in Europe and he saw video of the event replayed on TV. He realized Chrysler was on to something.
"If you do them properly, they are not just events of the moment. Every one of those press conferences has a clear compelling story about the brand or the company," Kowaleski said.