When Chrysler busted out with the 2011 Super Bowl ad with Eminem, which gave rise to the whole “Imported from Detroit” theme, a theme that was green-lighted by Olivier Francois, a Parisian-born executive of Fiat, an Italian company (that owns Chrysler), people in Detroit at large got a good feeling. Yes, the people are tough and gritty, smooth and stylish. The car in question in the spot (a Chrysler 200) isn’t exactly the a car likely to make any publication’s Ten Best List, but as it is the only car that Chrysler produced in the Detroit Metro at the time (it put the Dodge Viper back into production in the city earlier this month, and it actually has built the Jeep Grand Cherokee in the D for the past several years), they had to go with what they had.
Why not the Chrysler 300, the sedan that was immediately popular with golfers and gangstas alike when it appeared as a model year 2005 vehicle?
Because that car is built in Canada.
Chrysler is now beating Detroit like Meg White the drums. Unless it is an ad for Jeep, chances are there is something airing from the company that goes directly back to that “Born of Fire” Super Bowl ad.
It has just launched the 2013 Chrysler 300 Motown Edition.
The commercial for the car shows Motown founder and Detroit native Berry Gordy sitting in the backseat of the car. . .in front of the Motown Museum on West Grand Boulevard. If you’ve ever been to the Motown Museum or on West Grand Boulevard, you know that the word “grand” isn’t used in a particularly descriptive way.
And while Gordy established Motown in Detroit in 1960, he moved it to Los Angeles in 1972.
And while the 2013 Chrysler 300 Motown Edition moves Gordy through the streets of Detroit, it deposits him in New York City, in front of the Lunt Fontanne Theatre, where “Motown: The Musical” will be opening in March.
He may have forgotten that there is the Fisher Theater literally down the street from the Motown Museum. They stage Broadway shows there, too. It’s not Broadway. But it is Detroit.
The car is all chromed up. Perhaps the best part of it is that the limited-edition sedan’s audio system comes with 100 Motown tracks, but then those are accessible without having to put out an MSRP of $32,995.
“We are Motown and this is what we do,” Gordy says at the end of the spot for the car.
What? Move out of the D?