Chrysler to Woo Buyers with Imported from Detroit

Chrysler brand has revealed its new marketing and advertising campaign featuring famous Detroiter, Eminem. The brand’s new spot, “Born of Fire,” features the new 2011 Chrysler 200 and reveals the brand’s new tagline, “Imported from Detroit.”

“‘Born of Fire’ is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots,” said Olivier Francois, president and CEO, Chrysler Brand, Chrysler Group LLC.

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The two-minute spot reveals the new tagline for the brand, “Imported from Detroit.” The entire commercial was shot in the city of Detroit using a local cast and crew members.

“The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it’s available right here,” Francois said.

The Chrysler brand chose internationally known Detroiter, Eminem and his song “Lose Yourself” because the lyrics tell us we all have the ability to do anything we set our mind to and that failure is not an option, says the company.

“The Chrysler brand, the company and its employees have adopted the principle that failure is not an option,” said Francois.

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The Chrysler brand kicks off its marketing and advertising campaign this month. The campaign highlights the rejuvenation of the entire product lineup, which includes the new, redesigned and repackaged 2011 200 sedan and 200 convertible, Chrysler 300 sedan and Chrysler Town & Country minivan.

Chrysler Group LLC’s 16 all-new or significantly-refreshed models, representing 75 percent of its nameplates, are arriving in dealerships in volume. The company announced it on Sunday, Feb. 6.

Photo courtesy: Chrysler Group  

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Rakesh Raman