Chrysler - what's old is new again?

Back to the future move with Iacocca is puzzling, bold

I agree with the Orlando Sentinel: Listen to Lee Iacocca .. the product means a lot more than the spokesperson.

To me, this is a little like changing your jingles and your stationality voice but leaving the music and the air personalities the same. I guess you could make a case for the fact that Chrysler has changed their products, but if that's the case and they are so hip and relevant, why do they need an 80 year old pitchman, albeit the best in automotive history, to sell them?