Dieter Zetsche

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Dieter Zetsche
Dieter Zetsche

Dr. Dieter Zetsche (also known as Dr. Z) (born on May 5, 1953 in Istanbul, Turkey) is the Chairman of DaimlerChrysler. The family returned to Germany in 1956. Zetsche first joined Daimler-Benz in 1976. He became a member of the board in 1998, and on January 1, 2006, succeeded Jürgen Schrempp as Chairman.

He attended school in Oberursel (near Frankfurt am Main) and studied electrical engineering from 1971 to 1976 at the University of Karlsruhe; he graduated as an engineer. Afterwards, he joined Daimler-Benz, working in the research department. In 1981, he became Assistant Development Manager at the Vehicles business unit. He completed his doctorate in engineering in 1982 at the Technical University of Paderborn. He was the main influence behind the merger between Chrysler and Daimler-Benz to form DaimlerChrysler.

Zetsche was named to Time Magazine's 2006's list of 100 most influential people.

Contents

[edit] Ask Dr. Z campaign

In 2006-6-30, Chrysler Group announced the Employee Pricing Plus program, which featured Dieter Zetsche as Dr. Z, the DaimlerChrysler spokesman for a series of United States and Canadian television commercials,[1][2] also animated in cartoon format on the company's Ask Dr. Z website, which began on 2006-7-1.

Produced by BBDO Detroit[3], the "Ask Dr. Z" campaign includes television, radio, print, online, in-dealership and customer relationship marketing media components and guerilla marketing tactics (mobile billboards, aerial banners, street teams), as well as targeting the NASCAR fan community.

In the "Ask Dr. Z" ad campaign he provides answers to customers' questions and exits with by saying "Auf Wiedersehen" (German for "See you later"). This is the second time that Chrysler has had a concerted ad campaign centered on its CEO, the last one being the "If you can find a better car, buy it" campaign centered on Lee Iacocca.

The ad campaign emphasized the consumer benefits of the best of American and German engineering and design built into every Chrysler, Jeep and Dodge vehicle. However, most vehicles featured in the ads did not incorporate recognizable (DaimlerChrysler's) German technology during the initial broadcast. Although the Chrysler LX platform used by Chrysler 300 and Dodge Charger is based on Mercedes-Benz W210 platform, the platform itself was no longer used by Mercedes-Benz vehicles built at the time of ad campaign, which can hardly be considered as 'best in German engineering'. Vehicles that met the claim include the Setra bus, Dodge Sprinter, 2007 Jeep Grand Cherokee (Diesel option). Diesel version of 2007 Jeep Grand Cherokee would not be available until the first quarter of 2007.

As a response of shrinking sales, the Employee Pricing Plus program was extended through the end of August, 3 new TV ads, which did not feature Dr. Z, were added to the August campaign.[4]

After 3 months however DaimlerChrysler hurriedly withdrew the Dr. Z campaign due to a significant loss in market-share. However, some of the Dr. Z ads can still be seen in Canadian television. In later broadcasts, the tagline in Dr. Z TV ads was changed to 'See the best in German and North American design in your Dodge and Chrysler dealer.'

After the end of Employee Pricing Plus sale, Chrysler offered a give away contest in Dr. Z's web site for 3 Dodge Challengers, 3 Jeep Wrangler Unlimited Rubicon, 3 Chrysler Sebrings. Contest ended on 2006-9-4.[5]

The campaign was criticised for having a wrong guy to do funny ads[6]. CNW Marketing Research poll showed most people thought Dr. Z was a fictional character, did not notice the employee discount offer in the ads, radio commercial listener had a hard time understanding Dr. Z with his German accent.[7] In addition, the 'German engineering' sales pitch had failed in the South and Southern California.[8]

[edit] List of Dr. Z ads

  • Ask Dr. Z - Featured Dodge Charger R/T, Jeep Commander, Dodge Caliber, Chrysler Pacifica.
  • Dismantle - About Chrysler 300.
  • Du-Ram-Go - Dr. Z introduces Dodge Ram, Dodge Durango, Freightliner, Sterling, Setra bus, Dodge Sprinter passenger van, Dodge Ram Chassis Cab with Stake Bed, Dodge Ram Mega Cab, Dodge Dakota Quad Cab, a Ram Chassis Cab with dump box, Dodge Sprinter cargo van, Thomas Built school bus, and Western Star truck, under the direction of the 'HEMI guy'.
  • Field Trip - Dr. Z introduces Jeep vehicles to kids.
  • Trophy - About Chrysler Town & Country, Dodge Grand Caravan.

[edit] Notes

  1. ^ Clark, Andrew. "Svengali-like Dr Z - the unlikely star of Daimler's TV ad campaign in US. " The Guardian. Accessed on 11 August, 2006.
  2. ^ Chrysler Group Turns Up the Heat with Employee Pricing Plus for All Customers
  3. ^ 'Dr. Z' Gets Vote of Confidence
  4. ^ Why, Dr. Z, Why? Chrysler's ad campaign flops despite employee pricing for all
  5. ^ Chrysler Giving Away Three Dodge Challengers
  6. ^ The Trouble With Dr. Z
  7. ^ Is Chrysler's "Dr. Z" campaign a flop?
  8. ^ For Chrysler, New German Campaign Ist Nicht Gut

[edit] External links

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