Chrysler Keeping and Expanding “Imported from Detroit” Tagline

Imported from Detroit

Chrysler is continuing to use the “Imported from Detroit” tagline, one of the most memorable and successful slogans ever used by an automaker.

History of “Imported from Detroit”

Chrysler first used the “Imported from Detroit” tagline during the 2011 Super bowl. The first-ever two minute Super bowl commercial featured rapper Eminem cruising the streets of urban Detroit in a restyled Chrysler 200 sedan. While Eminem drives through Detroit, he passes run-down houses and empty warehouses. He also passes Detroit’s impressive architecture, statues, and sculptures, and eventually passes through a thriving downtown area. A narrator asks “what does a town that’s been to hell and back know about the finer things in life?”

He answers, “Well I’ll tell ya, more than most.”

The commercial gave a rugged, persevering impression of Detroit, a town that had seen a massive amount of strife during the recent economic struggles starting in 2008.

Chrysler successfully connected itself with Detroit, aka Motor City, and made itself synonymous with the town’s hard-working, never-say-die attitude. The spot earned notable praise and numerous awards from the advertising industry and is credited with helping Chrysler rebuild its image.

Chrysler is keeping the Campaign

The “Imported from Detroit” campaign has been successful, and Chrysler has said that they plan on expanding the uses of the tagline in future commercials and advertisements. Although the tagline has been an undisputed success, there were previous rumors that Chrysler would discontinue the slogan.

Chrysler, however, responded to the rumors by telling the Detroit Free Press that they would not only keep the slogan, but they intend to expand its use. Chrysler is using the tagline in a partnership with clothing manufacturer Carhartt, which is also based in the Detroit area.

The automaker produced another Super bowl ad featuring Clint Eastwood, called “Halftime in America”, which used the resurgence in Detroit as an example of how the country as a whole can come through tough times, emerging stronger and more resilient than ever. The ad aired during halftime of the 2012 Super bowl, and was another popular spot for Chrysler.

These commercials, and the “Imported from Detroit” tagline, display Chrysler’s commitment to the American automotive industry and the people it serves, including employees, factory workers, and Chrysler’s customers.

Chrysler Vehicles for the Drivers of Troy

Suburban Chrysler Dodge Jeep Ram of Troy is proud to be a part of Chrysler’s commitment to the American people. Visit us and take a test drive in any of our “Imported from Detroit” vehicles. We have a large inventory backed by our professional service, so stop in today!



Related News