If in 2008 when thebig financial crises hit the auto makers Chrysler would have tried to sell itsbrands, the only valuable ones would have been Jeep and the minivans. Havingtheir sub brands’ value lie within their minivans while carrying the cruisers(200, 300) which are targeted towards a completely different customer, clashesin a branding process
Idecided to sub-brand the minivans as Voyager. After interviewing minivan users,I developed the minivan concept Efficiency and Safety, articulated in the formand function, such as the disappearing door providing an extra-large entrance.In addition, I designed a more spacious minivan by packaging the driver overthe front wheel gaining more interior space in same segment size thus creatinga new iconic shape visually differentiating it from our competitors and visuallyemphasizing the efficiency and safety.