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Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

A closer look at the 2015 Chrysler 200

When the doors of the Detroit Auto Show open to the public tomorrow, there's no doubt that the Chevy, BMW and Lexus booths will attract plenty of foot traffic with flashy sports cars. But when it comes to relevance as it relates to sales volume and in-market shoppers, the 2015 Chrysler 200 could end up being one of the more important introductions from the show. Positioned in the highly competitive midsize sedan segment, Chrysler has quite the challenge ahead of it, so we asked Andy Love, product chief of the 200, to give us a closer look at the new sedan to see how it will stack up against cars like the Toyota Camry, Ford Fusion and Honda Accord.
All of the pertinent information about the new 200 was revealed during the on-stage introduction, but Love gave us a first-hand look at the sedan's more intricate details. This includes some of the exterior design elements such as the wide use of LED exterior lighting and the strategic placement of the side marker lights, and even interior cues like electronic shifter, which allowed for extra storage space in the center console. Aside from the name, the 2015 200 started from scratch riding on a similar platform as the Dodge Dart and Jeep Cherokee, based on the Alfa Romeo Giulietta.
Scroll down to watch Love talk us through the 2015 Chrysler 200, and you can find more information about it at our original post from earlier in the week.

Fiat shareholders green-light Chrysler merger, end of an Italian era

Fiat has just taken a major step away from its Italian heritage, as shareholders officially approved the company's merger with Chrysler. That move will lead to the formation of Fiat Chrysler Automobiles NV, a Dutch company based in Great Britain and listed on the New York Stock Exchange, according to Automotive News Europe.
The company captured the two-thirds majority at a special shareholders meeting, although there are still a few situations that could defeat the movement. According to ANE, roughly eight percent of shareholders opposed the merger, which is a group large enough to defeat the plan, should they all exercise their exit rights outlined in the merger conditions.
Meanwhile, Fiat Chairman John Elkann (pictured above, right, with CEO Sergio Marchionne and Ferrari Chairman Luca Cordero di Montezemolo), the great-great-grandson of Fiat founder Giovanni Agnelli, reaffirmed his family's commitment to the company beyond the merger. Exor, the Agnelli family's holding company, still maintains a 30-percent stake in Fiat.