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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.

The best Super Bowl car commercials from the last 5 years

If you've been dipping into the Autoblog feed over the past days and weeks, you wouldn't even have to be a sports fan to know the Super Bowl is coming up. Automakers have been teasing their spots for the big game, dropping them days early, fully-formed onto the Internet and otherwise trying to amp up the multi-million-dollar outlays that they've made for air time on the biggest advertising day of the year. And, we're into it. The lead up to the Super Bowl is almost akin to a mini auto show around these parts; with automakers being amongst the most prolific advertisers on these special Sundays. The crop of ads from 2015 looks as strong as ever, but we thought we'd take a quick look back at some of our favorite spots from the last five years. Take a look at our picks – created from a very informal polling of Autoblog editors and presented in no particular order – and then tell us about your recent faves, in Comments. Chrysler, Imported From Detroit Chrysler, Eminem and a lingering pan shot of "The Fist" – it doesn't get much more Motown than 2011's Imported From Detroit. With the weight of our staffers hailing from in and around The D, it's no wonder that our memories still favor this epic Super Bowl commercial (even though the car it was shilling was crap). Imported really set the tone for later Chrysler ads, too, repeated the formula: celebrity endorsement + dramatic copy + dash of jingoism = pulled car-guy heartstrings. Mercedes-Benz, Soul teaser with Kate Upton One of our favorite Super Bowl commercials (and yours, based on the insane number of views you logged) didn't even technically air during the game. Mercedes-Benz teased its eventual spot Soul with 90-seconds worth of Kate Upton threatening to do her best Joy Harmon impression. (Teaser indeed.) It doesn't win points for cleverness, use of music, acting, or any compelling carness, but it proved that Mercedes' advertisers knew how to make a splash in the Internet Age. And, hey, it's still classier than every GoDaddy commercial. Kia, A Dream Car. For Real Life Like the Mercedes video above, the initial draw here is a pretty lady; in this case the always stunning Adriana Lima. But this Kia commercial really delivers the extra effort we expect while scarfing crabby snacks and homemades, too. First of all, Motley Crue. Second, a cowboy on a bucking rhino. Enjoy yet again.

Chrysler Airflow concept previews the brand's all-electric future

For a couple of years now, Chrysler has been teasing an electric concept with the name of Airflow, and now the company has finally revealed a seemingly close-to-production version. Simply called the Chrysler Airflow Concept, it seems to be a preview of what might be the brand's first all-electric car, due by 2025. Compared to a number of recent electric cars, the Airflow looks rather conservative, but not unattractive. The nose very modest grilles, with the upper one bearing an illuminated Chrysler wing badge. There's hardly a sharp crease on the rounded, organic body. The wheel arches are emphasized with taller, wider metal over the fenders. The roof has a trendy contrasting paint, and the rear has a wide and thin taillight bar. Inside, the Airflow has a similarly soft and rounded aesthetic. Light leather is found on the doors, dash and seats. Most of the dash consists of screens, too. There's a center screen for driver infotainment, with instrument screen and screens for climate control on either side. The rear seats get screens, too. But they all look feasible, especially considering the raft of displays in the Jeep Grand Wagoneer. Among some of the high-tech features are the ability for each passenger to customize their screens, and information can be sent to other passengers' screens at will. Each passenger position has a camera for video calling, too. Chrysler was light on mechanical details. All the company said was that it features two 201-horsepower electric motors, one at the front, the other at the rear for all-wheel drive. Exact battery capacity wasn't given, but Chrysler says range should be between 350 and 400 miles. Additionally, the car supposedly features SAE Level 3 semi-autonomous driver assist under the name STLA AutoDrive. Chrysler hasn't explicitly said the Airflow is coming to production, but this concept looks like it's almost ready for market. The brand also said that its first EV is coming before 2025, a step towards going fully electric by 2028. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.