Chrysler Revamps Detroit Display

For the first time since the formation of DaimlerChrysler AG, Chrysler Group brands will get new displays to tour the auto show circuit in 2003.

The new exhibits, encompassing the Dodge, Jeep and Chrysler marques, bow at the North American International Auto Show in Detroit this month, where they adjoin the Mercedes-Benz, Maybach and Mitsubishi stands in an effort to demonstrate the power of the DaimlerChrysler enterprise.

The new displays are aimed at better-defining the purpose of the Chrysler Group brands.

The Dodge exhibit features a 25-ft. (7.6-m) illuminated Ram's head logo that is the centerpiece of the 5-zone area. The zones display Dodge's truck and passenger cars, as well as powertrains.

The Jeep stand discards the faux rocks and hills that dominated its previous show theme in favor of Americana. The design provides a more contemporary look for Jeep, with mountains and hills made to look like those found on a topical map.

The Chrysler stand focuses on the rich history of the brand and projects a more upscale image. Called “the design time machine,” the exhibit provides a graphic timeline of the important events in Chrysler's history.