|Still a Chrysler|
If you ever watched Chrysler 300 ads during sporting events, you might have thought, "Who is paying $40,000 for a Chrysler that will break down in 5 years pretending to be a luxury car?" Black people. It's not their fault, but Global Hue wants them to do so. The ads focused on Detroit, rappers driving the car, black athletes cruising in the 300, using the awesome beat of "Lose Yourself" and a black Gospel choir, wait no, you don't mean... Yes Global Hue played on stereotypical favorites of the black market to sell them the 300 as a luxury vehicle that was cool. It was marketing a poor man's Bentley, which Chrysler further stressed by offering (for a fee) to exchange a special grille that resembled the Bentley grille for the 300. There are entire packages of badges and tags to put Bs on the car to push the Bentley illusion. The status bump must be achieved at all costs.
|Just a Chrysler|
If you Google image search for images of Phantoms or Bentleys, you will see a resemblance in shape, frame, and even light placement. Enough rappers have Phantoms and Bentleys that the marketed consumer will be primed to associate that image with status and cool. Chrysler allows them to have that piece of cool and get that status bump but for a fraction of the cost. This fraction is still an aspirational purchase for the target market. The upgrades make it even better for the dealer and manufacturer.
The manufacturer has a buyer who cares less about price and adjustments are extra coin. Think rustproofing sprays for cars in snowy climates except even more nonsensical (sprays need to be reapplied to work, but no one does it). Price becomes less of an issue, therefore the premium is greater for the dealer. By offering what is a luxury sedan that is really a knock off of an out of reach luxury sedan, you enter into a monopoly pricing zone. No one buys a BMW because it looks like an even greater car. They buy a BMW for the BMW status bump and superior driving experience. Consumers of a Chrysler 300 are buying a "luxury" car for the status bump from the luxury designation and also the bump from a car resembling an even higher status car. With regards to black Americans' obsession with materialism, this is the new version of the tried and true aspirational reach to be a ballah, shot callah, with 20 inch blades on the Impala. Chrysler's design team crafted it and had a willing diversity partner in Global Hue to manipulate the urban market.