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                                                                Detroit Legend Iacocca Returns as the Voice of Chrysler

Date Posted 07-07-2005

DETROIT — Retired Chrysler chairman Lee Iacocca will appear in a series of TV commercials this month pitching the company's new Employee Pricing Plus incentive campaign.

The campaign resurrects Iacocca's memorable line, "If you can find a better car, buy it," which Chrysler used in a series of popular commercials in the early 1980s.

Chrysler and its dealers will spend about $75 million in July to advertise the incentive program, which runs through August 1. The advertising budget is said to be about 30-percent higher than normal for a summer clear-out month.

The campaign marks the end of a long estrangement between Chrysler and Iacocca, who helped pull the automaker back from the brink of collapse in the early 1980s.

In one of the new commercials, Iacocca is paired with Seinfeld star Jason Alexander, who delivers the famous, "If you can find a better car, buy it" line. Iacocca replies, "I couldn't have said it better myself."

Iacocca plans to donate his payment for the commercials to diabetes research in honor of his first wife, Mary, according to Automotive News.

What this means to you: What's next? Ricardo Montalban reprising his "rich Corinthian leather" line from the old Chrysler Cordoba ads? But doesn't Lee just make you feel warm and confident in Chrysler all over again?

Captain, my Captain: Former Chrysler Chief Lee Iacocca will appear in company commercials once more