When it comes to the automotive industry, there always seem to be rumors of some kind floating around. Recently the latest rumor regarding Chrysler was that it planned to do away with its well-known "Imported from Detroit" tagline. This is a staple in the automaker's marketing strategy, so we were relieved to find out that this is not the case at all. In fact, Chrysler confirmed this report was nothing but a rumor.
The "Imported from Detroit" slogan originally debuted during the 2011 Super Bowl in the "Born of Fire" commercial starring well known rapper Eminem. In the two-minute spot, the Chrysler 200 sedan was promoted against an authentic interpretation of city landscape. This was the first of many ads within the campaign.
Since then we have seen celebrity figures like Motown Records founder Berry Gordy and fashion designer John Varvatos appear in ads. The tagline has grown in popularity and has even become included in partnerships with sponsors like Detroit clothing manufacturer Carhartt. It looks as though rather than abandoning the tagline, it will be used more frequently to incorporate new ideas.
Moving forward, Chrysler is looking to take its tagline and give it a fresh spin. Rather than following the same formula used in other commercials, it is looking to present different ways that depict what American-made vehicles have to offer, and to continue emphasizing that good quality new Chrysler vehicles can be found right here in the U.S.
Here at Lithia Chrysler Jeep Dodge of Missoula, we are looking forward to seeing what kinds of ads are produced by this campaign in the future, as the tagline is certainly here to stay. In the meantime, be sure to come visit our Missoula, MT showroom to see what our new models have to offer. We'd be happy to schedule you for a test drive with the one that piques your interests to ensure you find the best match for your lifestyle.