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"Imported from Detroit"
What do you think of this ad campaign for Chrysler?
They just announced that future ads will stick with the same theme and include not only Eminem, but also Dr. Dre, Ndamukong Suh (Lions), and John Varvatos (fashion designer).
http://www.wzzm13.com/news/article/162906/14/Chrysler-adds-Dr-Dre-Lions-Suh-to-TV-ads-
I loved the Super Bowl ad. I loved everything about it. I thought it was advertising genius.
A couple of things jumped out at me in the above article though. First, the whole theme of these ads that they're continuing to push is that the Chrysler 300 is a luxury vehicle. Sorry, but anything from Chrysler just doesn't strike me as "luxury," you know?
Secondly, the 300 is made in Ontario. And Chrysler is now owned by Fiat (Italian). So, how is it "imported from Detroit"? I think "invoking the spirit of Detroit" is quite a stretch, honestly. The least they could do is use this tagline for a car that's actually build in Detroit for goodness sake!
Any thoughts?
Re: "Imported from Detroit"
Um I could be wrong here, but the imported from Detroit slogan is for the 200 not the 300. Not only is it assembled here (Sterling Heights to be exact) but 80 % of the parts are from the US. (More then any other car made today.)
Yeah, I get the whole trying to be local thing (even though it's really not), but Chrysler just annoys me. You're right, their cars aren't super luxury, but to some people they are. The 300 is trying to take the Bently shape, which people do associate with high class and luxury. I mean, a LOT of people are buying the after market Bently look alike body accessory kits hoping to pass their car off as a Bently. If you really didn't know, you might look twice.
If they made a REAL decent car, they wouldn't have to try so hard IMO. But my opinions might have something to do with Nick working directly with the quality of cars/parts of a lot of different makes and models and talking so much about it. From his experience, Chrysler is one of the worst products on the road from the inside out.
Hmmm...
The original ad was for the 200, but it looks like the new ones (with Dre) are for the 300 (source: Free Press), which is built in Ontario.
I didn't realize that the UAW owns the majority stake in Chrysler. Thanks. I wonder why that isn't more promoted? All I ever hear about is the Fiat ownership, which is a much smaller chunk.
Um, they haven't even launched the 300 campaign yet. I will have to read that article later, but I think they might have their facts wrong.
ETA: just checked, your right. That ad is being is launched next month.
My last thought on this, then I am slowly backing out of this post, while the 300 is not assembled in Detroit. It is the 7th most American made car. Is it wrong to continue with the "imported from Detroit" tag line for it? I don't think so. There are a lot more people and parts that go into a car then just where it is assembled.
Multiple news sources (Free Press, USA Today, WDIV Detroit) are saying its the 300 campaign that will have Suh and Dre.
Maybe someone at Chrysler hit the wrong key when writing the press release.
See above, I ETA.
Sorry. I really wasn't trying to start any trouble here. I just thought the campaign as a whole was worth talking about. I'm fascinated by it, but maybe that's just my ad/PR side.
OK, this is totally not the point of the post but why does Dr. Dre have to be in a Chrylser ad about being made in Detroit? I got the whole Eminem/rought life/making something out of nothing thing but WTH does Dr. Dre have to do with Detroit? I guess I never would have expected him to do something like this or have the financial need to. He was in an ad for home speakers or something and I can understand that but I don't understand how he and Chrysler have anything to do with each other.
Maybe because he was one of Eminem's producers? Otherwise, he's sued Detroit before. So I don't know.... However I did use some of his music for therapy work when I interned in Detroit.
My issue with the campaign & "luxury" vehicles is that the last thing most people in MI need is a luxury car. I know this is nationwide & they want people from out of state to buy so that our state has some income. However, it seems a little short sighted to me to be talking luxury vehicles when so many people in MI don't have a job so they can't buy a used car, much less a new one.
Yeah, I think it's just the Eminem connection. I'm not sure.
I like that they put Suh in an ad. My husband was just saying last night that he's the Lions savior (take that for what you will!).
With that argument, there shouldn't be any ads on tv at all. Some people don't have jobs. Some people live in trailers so they can buy Chrysler 200s (or 300s or Cadillacs, etc.).
I think these ads are fabulous, but I'm a huge proponent of buying American built/assembled cars. Both of our cars were assembled in Kansas City and are 70% American. It's important to me. I did a happy dance when I saw that ad during the Superbowl.
I think it will be really interesting to see how this plays out. It's a noble cause and I give them props for taking a risk, going a different direction, and trying to differentiate their brand amongst the other domestic automakers. They had to do something different.
That said, I think they have a definite uphill battle ahead of them as evident by the comments in this post (mine included). In reacent years, Chrysler has developed a pretty poor reputation.
It will be interesting to see how this turns out in the coming years and how successful they are at this repositioning. I think their first step in advertising couldn't have been better though. They managed to perfectly combine the terms "luxury" and "Detroit" (not an easy feat), embodied in Eminem. It rocked. It was a great introduction to the "new" Chrysler. And it was memorable.
this
Ok, I thought this was kind a odd too so I asked. Dre is designing a headphone to go in or come with the cars, and that is why he will be featured in one (?) of the new commercials with Eminem.
And I have to correct myself from yesterday. They announced this morning that Fiat is buying up to 46% of the company. While they don't "own" the company today, I see that changing in the future now.
I have to totally disagree with people who said Chrysler cars are crap (or something like that). I drove a Chrysler for 7+ years, and loved it. I had ZERO problems. Once it got over 100K miles, I had to replace the ball bearings, which was really expensive, but I'm guessing that goes along with having a car that old.
Everyone who ever rode in that car said how nice it was. The interior was top notch. Back then they were even going for the "luxury" look with polished faux wood grain, chrome and black detailing (like all the high end cars had at the time). I had leather seats and all the bells and whistles for options. I have to ask, for the people knocking this manufacturer, have you ever driven one?
I loved the add for the Superbowl and that they continue to show it! It's awesome. I get chills when I see it ("and we're certainly no one's Emerald City"). Who flipping cars if they are trying to make their cars look like Bentelys? I noticed that years ago too. No one who knows anything about cars is even going to mistake one for the other. Come on. And there's a certain demographic that seems to be eating up the look alikes, so I'm sure Chrysler is happy with the sales. We're all going to sit here knock a company for trying to reinvent themselves and bring a higher end, luxury vehicle to the table for consumers? Really?
And as far as "imported from Detroit" goes. . . Is it possible they are basing that on the headquarters location? Hondas, VW and Toyotas have manufacturing plants in the US and their cars are still considered imports to us. Just a thought.
And in closing: Rock on, Chrysler. I'm hoping for a helluva comeback for you!