25 September 2001: DaimlerChrysler is to go ahead with a $500m advertising campaign for its Jeep vehicles as 'American Heroes', despite concerns that it might be seen as 'tasteless' or cynically instigated as a result of the September 11 World Trade Centre terrorism.

But the ads were developed before the attacks, and James Schroer, executive vice president of global sales and marketing, says he doesn't see any reason to modify the approach now. The plans are based on the military role played by the Jeep in WW II in Europe.

DaimlerChrysler has already pulled a TV ad due to run in the US which had the new Cherokee (Liberty in US) running through earthquake devastation, and in another set in New York is removing the Twin Towers from the background..

Chrysler wants to win more than 1 percent of the European market by 2004. BB