Marchionne Buries 'Detroit' Theme, But It's Hard To Let Go

Feb 5 2014, 3:44pm CST | by

Marchionne Buries 'Detroit' Theme, But It's Hard To Let Go

It’s a funny thing, Detroit pride. It may be unique in all the world because Detroit is a uniquely challenged American city. And this pride has been on full display during the last few days as important Detroit-based media simply have refused to acknowledge that it’s officially R.I.P. for Chrysler’s “Imported From Detroit” theme.

With the new tag line, “America’s Import,” Chrysler’s Super Bowl ad on Sunday made it clear that the brand finally was tacking decisively away from the “Imported From Detroit” positioning that had worked so well for three years — a move predicted by this contributor before the game.

And then on the morning immediately after the game, Monday, Chrysler and Fiat CEO Sergio Marchionne made that reality abundantly clear by spelling out the change in thinking at the top of the company.

“I think it was important for us to close this chapter that we started in 2011 with Eminem and the ‘Imported From Detroit’ story, and I think yesterday was about – we closed that chapter,” Marchionne told Detroit talk-radio host Paul W. Smith on WJR-AM.

“The Eminem message back in 2011 was reflective of a process of reconstruction that had just started. I think yesterday was a celebration of the fact that that reconstruction is complete, and I think it’s a recognition of the work that has been done by the men and women in all the car companies that work out of Detroit, it’s not just us.”

Marchionne added: “I’m incredibly proud of what we’ve been able to accomplish but we’ve got to turn the page now … I think the theme of the Eminem and then the rest of the commercials that we’ve played since ’11, have to come to a natural conclusion.

“I think we’ve asserted in unmistakable terms that the American auto industry is back, and I think we’ve taken sort of the authority away from the rest to make that statement. But I think it’s fair to say that we have that cycle completed and behind us; that we can now move in a different world, in a different set of opportunities, that this renewed strength that Detroit has found.”

And yet on that same morning, the Detroit Free Press insisted that the ad “showcased Chrysler’s Detroit roots,” while the Detroit News said Dylan’s spot was rich with gritty footage of the Detroit metro area.”

No, it didn’t; and, no, it wasn’t: The few images identifiably of Detroit and auto plants were only a small part of a much larger pastiche of America, and Detroit wasn’t even identified as such. Neither did either hometown newspaper mention the very point of the ad and the one that Marchionne explicated on WJR.

“Imported From Detroit” is dead. Long live “America’s Import.”

Source: Forbes Auto

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
It’s January 2026. New York Yankees owner Hal Steinbrenner gets out of his driverless car and triumphantly marches before the gathered press to introduce his prized new free agent. It’s a record-breaking contract—over...
 
 
Volkswagen AG New Coverage: Trefis Price Estimate at $51
Volkswagen AG is the second largest automaker in the world behind Toyota and slightly ahead of GM, selling 9.72 million vehicles globally in 2013. Established in 1937, Volkswagen AG, along with its 340 subsidiary...
 
 
 

Latest from the Network

37,000 Ukrainian refugees live in Russia
Moscow, July 31 (IANS/ITAR -TASS) About 37,000 Ukrainian refugees live in temporary accommodation centres in Russia, Russian emergency situations ministry spokesman Alexander Drobyshevsky said Thursday. "Due to the...
Read more on Politics Balla
 
Helpful moms, sisters push female baboons up hierarchy
New York, July 31 (IANS) A supportive mother and helpful sisters are key to female baboons reaching the higher echelons of their social strata, a study indicates. A female baboon's social status is dictated not by...
Read more on Apple Balla
 
Bosh extends contract with Miami Heat
Washington, July 31 (IANS) Miami Heat All-Star forward Chris Bosh chose to sign a five-year contract extension worth $118 million with the NBA side. Bosh helped the Heat to get two NBA titles in his last four seasons...
Read more on Sport Balla
 
Vintage NASA spacecraft set for interplanetary probe
Washington, July 31 (IANS) A team of scientists is priming a 36-year-old NASA spacecraft named International Sun-Earth Explorer 3 spacecraft, ISEE-3, to enter new science frontiers. The spacecraft will now travel...
Read more on Apple Balla
 
Australia failed to make India take back asylum seekers
Sydney, July 31 (IANS) The Australia government failed to make India take 157 Sri Lankan Tamil asylum seekers while they were being held on high seas, media reported Thursday. The asylum seekers, including at least 37...
Read more on Politics Balla
 
Liverpool beat Man City in friendly
Washington, July 31 (IANS) Liverpool edged Manchester City in a penalty shootout in their International Champions Cup encounter. The Reds, who lost the English Premier League title to Man City last season, let in a...
Read more on Sport Balla
 
Giant asteroids wiped out life on early Earth
Washington, July 31 (IANS) Using a computer simulation model based on a moon crater, planetary scientists have revealed that early Earth is likely to have been hit by giant asteroids capable of killing off life and...
Read more on Apple Balla
 
Fear of losing money affects investment
Washington, July 31 (IANS) The more averse, or fearful, of losing money an investor is, the lower his or her willingness seems to be for taking risks in the stock market, says a study. "Traditionally, it was believed...
Read more on Apple Balla
 
Sam Querrey ousted at Citi Open
Washington, July 31 (IANS) Sam Querrey of the US lost to Japanese star Kei Nishikori 4-6, 7-5, 4-6 at the Citi Open here. It was the first match Wednesday for the fourth seeded Nishikori since his Wimbledon's fourth...
Read more on Sport Balla
 
Gaza toll 1,363 as Israel calls up more reservists
Gaza/Jerusalem, July 31 (IANS) The toll in the ongoing Israeli offensive in the Gaza Strip has escalated to 1,363, the Palestinian health ministry said Thursday even as Israel called up more reservists to bolster its...
Read more on Politics Balla