Chrysler. Imported From Detroit. Superb.

If you belong to the 111 million viewers who watched last weekend Green Bay vs. Pittsburgh Super Bowl XLV you probably saw this Chrysler commercial. Best American car ad I have ever seen. I love it because it’s not only about Chrysler but Detroit. The tag line “Imported From Detroit” is pure creative genius. Worth watching again.

Zipper's

30 Responses to “Chrysler. Imported From Detroit. Superb.”


  1. 1 Greg Feb 12th, 2011 at 8:37 am

    Love it. It took Italian ownership to get us to appreciate “Made in USA”.

  2. 2 Luis Feb 12th, 2011 at 9:07 am

    Imported from detroit makes sense when you’re owned by the Italians. When they had that line “what does this town know about luxury” I thought, go see the UAW golf course.

    Regardless I wish them well and hope they get started on truly new product instead of stretching out the life spans old platforms they got through other companies.

  3. 3 uhl Feb 12th, 2011 at 10:12 am

    wow, your right……. not just because I am from the Detroit area either. very good thanks for sharing.

  4. 4 Woody Feb 12th, 2011 at 10:47 am

    Can’t help it but those new Mopar commercials make me puke. We bailed Chrysler out to be sold to the Italians, a huge engine plant in my hometown closed in Dec. and one in Mexico is getting a huge addition to build the motors instead. Meanwhile I get to watch commercials with George Washington chasing British troops in the “new Charger”. They can all go to hell.

  5. 5 Dylan Feb 12th, 2011 at 11:06 am

    Well said Woody!

  6. 6 Knucklehead Feb 12th, 2011 at 11:16 am

    Italians would not own it had it not been for all the folks that have been buying those other cars from Japan. It all startd in the 70’s with thw Civic and grew. Damn Jr. at OCC drives a Toyota pick up. By American. Bankrupt America…buy Toyota Honda Kia BMW etc etc. Bank America…buy American products. Be a patriot.

  7. 7 Woody Feb 12th, 2011 at 1:21 pm

    Sorry knuckle, I can’t agree. If they (US automakers) had plowed the money back into R&D instead of the unbelievable wgaes & bennies & bonuses etc they would have been making kickassed cars/trucks at great prices. That aside, there’s no way the idiots in DC should’ve let (and paid) Chrysler dump off EPA cleanup and other obligations by being “bankrupt” yet still continue w/ business as usual under foreign control.

  8. 8 Wendy Feb 12th, 2011 at 1:32 pm

    This is such a great ad, it really is worth watching twice. Using Eminem was a great idea, but it’s the tough, gritty attitude of the piece that catches your attention. The TV show “Detroit 187” has that same attitude and I love it. I want to see Detroit make a comeback; it’s a city with history and lots of pride and we should all be behind them. Thanks for posting this ad; very cool.

  9. 9 Woody Feb 12th, 2011 at 1:44 pm

    This video won’t sell as many cars,
    http://www.youtube.com/watch?v=KtopT0BRoFY
    Also, please note the high marks for quality and productivity the plant earned, and now they’ll be making more motors in Mexico;
    http://en.wikipedia.org/wiki/Kenosha_Engine

  10. 10 1550tc Feb 12th, 2011 at 1:49 pm

    importati da Detroit, ma di proprietà di italiani

    “what does this town know about luxury”……………cup holders and rich corinthian pleather

    New generation know how to go to a bmw or MB store

  11. 11 Luis Feb 12th, 2011 at 3:10 pm

    A honda civic from the ohio plant has more us content than the average mopar. Buying american isn’t as simple as the name on the trunk anymore.

    People thought Ross Perot was just some crazy old man but he was totally right about NAFTA and all the other so called “free trade” agreements.

  12. 12 Grayhawk Feb 12th, 2011 at 3:21 pm

    Excerpt to note:

    Then there’s the Fiat 500, the microcar Chrysler’s Italian parent is shortly to launch in the U.S. Known in Europe as the “Cinquecento,” the car will be one of the smallest on U.S. highways and a distinct alternative to the big trucks, SUVs and crossovers Chrysler is best known for.

    Last month, Fiat met the first of three criteria the Obama Administration set the carmaker for it to increase its stake in Chrysler in 5 percent increments, from 20 percent to 35 percent. And Marchionne, the Canadian-educated executive who serves as CEO for both carmakers, has expressed plans to pay back $5.8 billion in U.S. and Canadian government loans, which would allow Fiat to land a full 51 percent stake in Chrysler.

    Last weekend the Fiat executive had to apologize for labeling the 11 percent interest rate on those government loans as a “shyster” rate, but he also reversed his previously skeptical approach to fully merging the two car companies, saying, “Who knows? In the next two or three years we could be looking at one entity.”

    Marchionne also hinted that the headquarters for a consolidated Fiat/Chrysler could be based in Detroit rather than Turin, Italy, or split between the two. The executive later backed off the last comment, but observers note that Marchionne has been using Fiat’s expanding U.S. base to press Italian unions — and possibly the Italian government — to offer much sought-after concessions.

  13. 13 Gas Man Feb 12th, 2011 at 5:11 pm

    Being from Detroit and living just outside the city. I love this commercial. Those that don’t “get it” never will and aren’t from this area. WE ARE MOTOR CITY here. It’s in our blood, it’s part of our family, and everything we are. I have family on both sides of mine and my wife’s family that work for Ford & GM. So i only buy Ford & GM cars. PERIOD. It’s a way of life.

    Another great example is “Shutting Detroit down” music video by John Rich. Look it up. It does another great job of TRYING to explain something that we live here.

  14. 14 CA Feb 13th, 2011 at 2:12 am

    America has been for sale since America was founded/funded. I am American!!!!!!! Get used!!! To this!

  15. 15 Freedomlaw Feb 13th, 2011 at 8:19 am

    Cyril, I have talked about this commercial more than the superbowl. It played to every emotion, including the sense of people who have been through hell that there was something valuable in the experience. I am so impressed with the color of the commerical, the use of dark and light, the images, the energy and yes–the tag line. I also love moxy, and the commerical was full of it. Thanks again for the best blog on the web!

  16. 16 Jack Feb 13th, 2011 at 9:33 am

    The Italians only own 25% of Chrysler. Why let a simple fact get in the way of a good rant?

  17. 17 Brett Feb 13th, 2011 at 9:33 am

    No matter what people want to say about Toyota & the other Japanese companies & all the more American then Ford & what not…the bottom line is, just because they have plants here means nothing. You give them your cash & it goes back to Japan.

    I also laugh at all the people who blame “over blown” salaries. They only people who bitch about how much others make are those jealous because they don’t make that much. People jealous because, like me, your job can end tomorrow with your company giving no warning to you, but the Union workers, which I am not, at least have someone fighting for them. I don’t agree with all of what Unions do, but at least they help when a company says, oh, well we just had to find a new insurance because Obama Care doesn’t let us keep what we had & now you have to pay 80% more then you did last year.

    & all American companies are in trouble because they are all way to top heavy. To many chiefs, not enough indians. When salaries are the biggest expanse of any company, they are doing business wrong.

  18. 18 Grayhawk Feb 13th, 2011 at 11:02 am

    It’s not about the rant or even a knock on Detroit nor the pride a City has, it is a commercial, yes it is well done and sends a message. The message is the face put on it by the company paying for the commercial to present/sell itself in a new way, a way that surface surfing Americans may buy into.

    Behind the painted face is a company that wanted a foot hold in America , they lobbied and got it over some might say normal bankruptcy processes and via favored selections made by bureaucrats on the disposition, its debts and the award and payment plan of its new majority owner over time to gain controlling interest of the once struggling now fledging company.

    Further seen by the CEO ‘s own posturing in the excerpt above is a struggle to appear to covet all and present the best face forward to whomever is in front of the talking head at any given time. One World, One big business reflection/mirroring to audience, One naive mindset of us commonors so easily entertained and swayed by presentation, emotions and commercial theatrics across the globe adjusted to the audience.

  19. 19 Woody Feb 13th, 2011 at 2:25 pm

    Jack, simple fact? Maybe for simple researchers. FIAY owns 25% now and has guaranteed options to purchase a minimum of 26% more when Uncle Sam releases them for sale. They have already stated publicly that they will exercise these options. If FIAT only owned 25% and we could keep the rest, then yeah, cool commercial. Funny how people rant against SE Asia because of WW2 but act like Germany and Italy were were our bosom buddies. Believe it or not, FIAT is Chrysler. How would you feel if the commercial was done for/by Hyundai?

  20. 20 martin Twofeather Feb 13th, 2011 at 3:00 pm

    Greg said it all,still I’d rather drive a Lexus…..

  21. 21 Larry Kennedy Feb 13th, 2011 at 10:45 pm

    Reminds me of when I first moved to California over 20 years ago, kept seeing these bumper stickers that said, “Native Californian.” I always wanted to make one up with the same colors and fonts that said, “Imported Californian.”

    And I’m a Chrysler man, through and through–an ’08 Challenger SRT-8, a ’96 Dodge Ram Indianapolis 500 Special Edition, and a ’73 Dodge Challenger sitting on my property.

    Mopar or no car.

  22. 22 Englishman Feb 14th, 2011 at 8:52 am

    It’s a cool commercial and regardless of all the hate and politics, they are made just down the road here keeping locals at work.

    I don’t see how that’s a bad thing.

  23. 23 Calif Phil Feb 14th, 2011 at 9:15 am

    Although I don’t care for M&M I thought the commercial was great. Go Chrysler ! I will never buy a car with a nameplate that isn’t from the big three. Support the America we love.

  24. 24 Knucklehead Feb 14th, 2011 at 1:51 pm

    Woody, The American auto makers once did plow those monies back into themselves and other things. GM once had a share of Hughes and much much more. So did the other two. But they had to sell most of those investments to cover oblagations. #1 the poorly run UAW benifits. No it did not help with all those strikes for those high wages they got and benifits. I live in what was once a great GM town. More than 86,000 GM related jobs. There are under 3000 now I think. There is more fault than just the Honda driving folks. The Big3, but most of all the UAW is at fault. That is where those high wages went. But I still believe true Patriots bought American products this great country would not be where it is at. It is not just Big 3 jobs. A plant closing is the closing of the party store, the bar, eatery, shoe store, dentist and the list goes on. No by American products. The damn CEO’s are aways going to get those bonuses. Don’t like it but thats the way it is.

  25. 25 TPEvans Feb 14th, 2011 at 3:39 pm

    The Toyota Tundra is the most “American” truck.

    See: http://www.tundraheadquarters.com/blog/2010/06/25/toyota-tundra-most-american/

    I don’t like it, but facts are pesky things.

    Even if you want to debate the way the numbers were compiled, it’s still not good to even have to have a debate.

    This auto and truck thing has long since gone international. It would be nice to buy a 100% American F-150, but I likely couldn’t because it would not be affordable. It stills is amazing to me that you can push an F-150 to well over $50,000 and $38,000 is normal.

    Bet on The Motor Company going the same route. It won’t be because of a lack of patriotism, just a desire to sell product at a price that can be afforded by the most folks. Nope – don’t like it, but it is easily predictable.

  26. 26 Woody Feb 14th, 2011 at 7:36 pm

    No argument from me knuck, but the unions didn’t get anything the companies didn’t agree to give up 😉

  27. 27 David Feb 14th, 2011 at 10:48 pm

    Brett your wrong about the money going back to Japan….The money stays here….the interest payments go back to Japan….

    Listen guys its still a Dodge (or the same as) it will never have or retain resell value….The ownly thing that holds value are the muscle and limited production cars….Close your eyes and imagine one of these rolling across the block at Barrett-Jackson in 30-40 years..Vipers,prowlers,maybe some newer challengers but never these.

    SSDD; David

  28. 28 Knucklehead Feb 15th, 2011 at 10:29 am

    Woody that is a story in itself.

  29. 29 BigWave916 Feb 17th, 2011 at 8:29 am

    OK, so the Italians are buying a large chunk of Chrysler…it’s not like it was an American owned company any way. The Germans (Daimler) took over the company back around 2004 and then Cerberrus, (same company owned Custom Chrome for a while) a bunch of cut throat investment bankers took it and they went from bad to worse.

    I’ve had my share of Chrysler products and although my Intrepids turned out to be unreliable and expensive to fix, I love my Ram 1500.

    Give ’em a chance.

  30. 30 Madler Feb 17th, 2011 at 1:38 pm

    Great ad.. to bad they still produce crap. I have a 2007 Dodge Grand Caravan, only 26,000 miles and its loaded with issues – the worst quality I have ever seen. Big mistake on my part. It’s not the first Chrysler product that I’ve owned but its the worst and the last.

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