"It's all due to the Dr. Z commercials."
In large part, you are right. Chrysler and BBDO (it's ad agency) were hoping that "Dr. Z" would be the second coming of Lee Iococca. Unfortunately, studies show that the majority of consumers think "Dr. Z" is a fictitious character.
One of the reasons Toyota has been so successful is that experiential events are such an important part of its marketing. They have cars where people can see and touch them. The "Big Three," particularly Chrysler Group, still relies on mass media.
One of the reasons Toyota has been so successful is that experiential events are such an important part of its marketing.Ford did that with the Fusion; one such event was written up in Car and Driver.
I haven't heard how well the Fusion is selling. Regardless, when they start building cars that drive and feel and work like Hondas and Toyotas, they'll see some success.
Oh, and as for Chrysler, I've purchased four of them since 2000 (one new, two used, and one very used) and I've been quite pleased. Fifteen years ago, I wouldn't have considered owning one.