Chrysler and Google launch virtual 200 factory tour [w/video]

Tue, 23 Sep 2014

Google is no stranger to showing off some of the most interesting automotive destinations in the world, like the museums for Lamborghini and Ducati, or even a Tesla showroom. However, it's taking that technology even further with a new, in-depth look of the Sterling Heights Assembly Plant where the Chrysler 200 is made. Unlike these earlier online excursions, the new Chrysler factory tour is a fully guided experience that includes several 360-degree videos explaining many parts of the production process.

"Just as we pioneered a completely new Chrysler 200, we are pioneering a new way for consumers to research a vehicle. The Factory Tour is an opportunity for us to prove to consumers that the all-new 2015 Chrysler 200 is not one ever built before," said Olivier Francois, Chrysler's chief marketing officer, in the company's release.

Chrysler was already pretty proud of its nearly $1 billion in recent updates to the Sterling Heights factory having released a look at the 200's assembly process earlier this year. However, the new Google tour goes far deeper by including 12 videos, and between highlighted stops, viewers can swing the camera all over to get a full view of the action. The whole thing is an intriguing way to show the way a modern car gets built.

You can take the Chrysler 200 Factory Tour for yourself, here. Just keep clicking on the blue arrow along the way to follow the guided view. Or scroll down to watch a video showing a few of the sights and read the full announcement for the collaboration.

Chrysler 200 Factory Tour Invites Consumers to First-of-its-Kind Interactive Look at the Making of the All-New 2015 Chrysler 200

Chrysler 200 Factory Tour, an interactive online experience using Google Maps Business View technology, takes consumers inside the Sterling Heights Assembly Plant (SHAP) for a first-of-its-kind virtual tour inside the factory that builds the all-new 2015 Chrysler 200

The virtual tour, with 360-degree interactive films and photography, lets users get up-close to aspects of the assembly process, taking them inside the 5 million square feet of the rebuilt factory (the equivalent of 86 football fields)

Creative execution built out of Chrysler's continued commitment to quality and craftsmanship

The Chrysler 200 Factory Tour is available on both laptop and mobile devices, including both Android and Apple operating systems

September 22, 2014 , Auburn Hills, Mich. - In order to build the all-new 2015 Chrysler 200, the Chrysler brand went back to the drawing board and rebuilt everything - even the factory that makes it. As the highly anticipated, all-new 2015 Chrysler 200 continues to arrive at dealerships across the country, the Chrysler brand presents the Chrysler 200 Factory Tour experience with Google Maps Business View, giving consumers a first-of-its-kind look inside the auto making process. The virtual tour, with 360-degree interactive films and photography, allows users to get up-close to aspects of the assembly process, taking them inside the 5 million square feet of the Sterling Heights Assembly Plant (SHAP) in Michigan. The Chrysler 200 Factory Tour is available on both laptop and mobile devices, including both Android and Apple operating systems.

"Just as we pioneered a completely new Chrysler 200, we are pioneering a new way for consumers to research a vehicle. The Factory Tour is an opportunity for us to prove to consumers that the all-new 2015 Chrysler 200 is not one ever built before. It's 'all-new' in every aspect, and will challenge consumer perceptions in the mid-size segment," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "I personally wish everyone could visit the plant to walk through and experience the fascinating process live. But since we can't bring people to the plant, we've worked with Google to openly bring the plant to the people, so they can themselves experience how these processes drive precision, reliability and deliver an exceptional and truly all-new Chrysler 200."

An interactive online experience, www.chrysler200factory.com, introduced and narrated by SHAP employee Shawn Jeffers (Senior Manager, Center Manager Assembly Operations), takes consumers inside the newly renovated 5 million-square-foot Sterling Heights (Mich.) Assembly Plant (SHAP) with Google Maps Business View. Nearly $1 billion was spent to prepare the facility to play an integral role in the production of the all-new 2015 Chrysler.

"Consumers spend hours researching various characteristics of a car in the buying process," said Al Gardner, President and CEO of Chrysler Brand, Chrysler Group LLC. "In today's economy, and with so many consumer options, we believe showing where and how the all-new 2015 Chrysler 200 is made will make a lasting impression, and continue to speak volumes about the Company's commitment to quality and craftsmanship in the most transparent way. Many of these unique features go well beyond the ones consumers will be able to see in the new 200 on the showroom floor. But they matter and are vital to building a world class vehicle. The Chrysler 200 Factory Tour gives us this opportunity."

A 30-second introductory film, titled "Reverse," leads into a premium-quality, 360-degree virtual tour of the factory's interior, using Google Maps Street View technology. The Chrysler brand, with the help of Google Trusted Photographers, captured the auto-manufacturing process through a variety of films and photography. A navigation tool offers people a guided tour through 12 unique videos dedicated to individual areas of the assembly plant, or they can explore every inch of the 5 million square feet on their own. Some highlights include:

The All-New Body Shop – More than 1 million square feet and more than 1,000 robots at work to build one automobile.

The Butterfly Assembly – An efficient process that simultaneously brings together the two sides of the body on opposite sides of the factory before making their way to the heart of the facility where they are married.

Laser Brazing – An advanced system in the body shop where lasers carefully seal each edge of the roof with one long weld.

State-of-the-Art Metrology Center – A team of engineers and skilled tradesmen within the facility check every last micron of the Chrysler 200 to ensure the precision of the vehicle's fit and finish.

The All-New Paint Shop – One of the most energy-efficient and advanced paint shops yet gives the Chrysler 200 its color as well as even more durability and protection.

The Chrysler 200 Factory Tour experience, created in partnership with independent advertising agency Wieden+Kennedy Portland and development partner Legwork, will also extend to Chrysler brand's social media channels, including Instagram, Facebook and Twitter.

Inspired by iconic American design, the all-new 2015 Chrysler 200 delivers beautiful craftsmanship using high-quality materials, understated elegance, fuel economy of up to 36 miles per gallon highway and is loaded with state-of-the-art safety, security and technology features. The result is not just a world-class car, but a world-class factory that makes it.

About Google Maps
Google Maps Business View lets you explore 360-degree virtual tours of businesses and other institutions, using Street View technology. You can experience the business's ambience and decor with familiar Street View navigation by stitching together a series of high resolution panoramic photos to create a 360-degree interactive experience. Google Maps Business View appears in Google Search results, Google Maps, and Google+, whether you're using your computers, smartphones or tablets.

About the Chrysler 200
The all-new 2015 Chrysler 200 is where exquisite style meets exceptional performance. The Chrysler 200 leapfrogs expectations for a mid-size car with an elegant exterior design, a thoughtful, beautifully crafted interior and an exceptional driving experience complements of a segment-first nine-speed automatic transmission and an Alfa Romeo-based chassis. With highway fuel economy of up to 36 miles per gallon; the most available safety and security features in the segment with 60; an available, best-in-class all-wheel drive system; easy-to-use, state-of-the-art technology and a starting U.S. Manufacturer's Suggested Retail Price (MSRP) of just $21,700, the all-new 2015 Chrysler 200 is a car that customers will be proud to own, at a price they will appreciate. The 2015 Chrysler 200 is designed, engineered and built with pride in Michigan.

About Chrysler Brand
The Chrysler brand has delighted customers with distinctive designs, craftsmanship, intuitive innovation and technology all at an extraordinary value since the company was founded in 1926.

Whether it is the groundbreaking, bold design of the Chrysler 300, the simple elegance and extraordinary driving experience of the all-new 2015 Chrysler 200 or the family-room-on-wheels functionality of the Chrysler Town & Country, Chrysler brand vehicles reward the passion, creativity and sense of accomplishment of its owners. Beyond just exceptionally designed vehicles, the Chrysler brand has incorporated thoughtful features into all of its products, such as the innovative center console with pass through storage and sliding cup holders in the 2015 Chrysler 200, the industry-exclusive Stow 'n Go® seating and storage system on the Chrysler Town & Country and the fuel-saving Fuel Saver Technology in the Chrysler 300.

The Chrysler brand's succession of innovative product introductions continues to solidify the brand's standing as the leader in design, engineering and value. The premium for the Chrysler brand is in the product, not the price.

By Chris Bruce