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Chrysler Group LLC appears to be regaining its “street cred” with buyers.
May 15, The Detroit Free Press: “In their eyes, the brand hasn't been this hot in years, thanks to clever marketing and a refreshed lineup, and they expect the summer to be strong -- especially with the redesigned Chrysler 300 starting to arrive in greater numbers and the Chrysler 200 convertible out just in time for warmer weather.”
A large portion of their optimism most likely comes from the Auburn Hills automaker’s “Imported from Detroit” advertising campaign, which initially starred Detroit rapper Eminem in a Super Bowl ad promoting the Chrysler 200.
Dealers tell the newspaper “customers are responding to the company's redesigned cars and its marketing campaign, which is pitching Chrysler as luxury for those who've earned it (rather than had it handed to them).”
"They represent a brand of determination that Detroit has come to stand for. These are true stories of people who worked hard and are now able to enjoy the luxury they deserve; and luxury feels better earned,” said Olivier Francois, President and CEO, Chrysler brand and lead executive, marketing, in a statement.
Since the Eminem commercial, ads for the Chrysler 300, which began airing at the end of April, feature Detroit Lions defensive lineman Ndamukong Suh, rapper and New York fashion designer John Varvatos.
Dianna C. Gutierrez, a Chrysler spokeswoman, said a previously announced commercial starring Eminem’s mentor Dr. Dre is set to air sometime next month.
“As we move forward, you will begin to see more commercials for the 300 but, they will begin to focus on the features of the vehicle,” Gutierrez wrote in an email to MLive.
The Dr. Dre commercial, which was leaked online, features the producer and rapper’s "Beats by Dre" line of speakers.
The "Imported from Detroit" campaign has done so well, Chrysler Chief Financial Officer Richard Palmer gave Eminem credit for helping the automaker post a $116 million profit for the first three months of the year, compared to a $197 million net loss the same time period in 2010.
