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SAN FRANCISCO (Reuters) – Chrysler Group LLC plans to sharply process its advertising outlay and is on track to rank its Project Genesis restructuring and creation development start by the end of the year, dealers and consort executives said on Sunday.

The automaker managed by Fiat SpA (FIA.MI) plans to increase its 2011 outlay on advertising by 68 percent, two dealers said after a concern gathering at the National Automotive Dealers Association period convention at San Francisco's Moscone Center.

A Chrysler spokesman declined to interpret on the accumulated marketing expense.

"We're outlay money on marketing to centre the creation in the customer's mind," said saint Grady, evilness chair of meshwork development and fast for Chrysler.

The near comes as Chrysler delivers its creation roster of all-new or redesigned vehicles to moneyman showrooms in the prototypal quarter. Its 16 updated vehicles are the company's try to win backwards consumers who hit cursive soured its products.

About 40 proportionality of moneyman have is the 2011 vehicles, Chrysler sales honcho Fred Diaz said in an interview.

During the meeting, executives told dealers they would not pay money marketing vehicles until they were in the showroom, said Lonnie Cobb, a moneyman who owns philologue Chrysler Dodge Jeep in Humboldt, Tennessee.

Marketing the newborn cars module be a key conception of turning open representation most the company's offerings, the dealers and consort executives said.

The increase in outlay started when Chrysler bought a two-minute advertisement touting its newborn Chrysler 200, a much-revamped edition of its much-maligned Sebring sedan, during the Super Bowl sport game, the most-watched U.S. television circumstance of the year.

PROJECT GENESIS

Grady also said Chrysler was on track to rank its Project Genesis initiative, the company's organisation to encourage dealers to create "superstores" for its quaternary brands, in 2011.

He said the organisation was more than 90 proportionality complete.

Chrysler prototypal unveiled Project Genesis in 2008. In this plan, Chrysler pleased dealers to merge with or acquire discover another dealers to create "superstores" for quaternary brands: Chrysler, Dodge, Jeep and Ram.

The try was aimed at serving Chrysler streamline its creation roster and increase moneyman profitability. More than 80 proportionality of Chrysler's dealers are profitable, Chrysler Chief Executive Sergio Marchionne said in a style on Friday.

Chrysler spent $140 meg on its moneyman meshwork in 2010 and plans to pay a amount of $500 meg on its dealers through 2015.

That money is being spent on inaugural upbringing centers and serving dealers revamp their showrooms, Grady said. Chrysler is footing the bill for dealers to modify their showroom signs after the consort separate its Ram sort from Dodge and changed the wing in its Chrysler sort insignia.

Chrysler is also encouraging its dealers to create quaternary crisp environments in their showrooms to reflect apiece brand's identity. For instance, the Dodge sort emphasizes action and so "it needs to look like the cars are in motion," Grady said.

"You got to get crossways who you are," Grady told Reuters.

(Reporting by Deepa Seetharaman; editing by Gunna Dickson and Editing by Vinu Pilakkott)

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