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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.

Fiat Chrysler Automobiles: The next five years

Unless you've been living under a rock for the past 24 hours, you've no doubt read about all of the big future product news coming out of Fiat Chrysler Automobiles today. We had individual brand reports from Chrysler, Dodge, Jeep, Ram, Alfa Romeo, Fiat, Maserati and even Ferrari, but in the interest of simplifying and summarizing, we're going to list out the hard facts once more. Of course, with all of this still off in the future, there's still the possibility that a few changes will be made. But as of what we know right now, here's what's coming, and what's going away.
Chrysler
2014: Refreshed 300/300C, debuting at Los Angeles Auto Show

We aren't the only ones who want a Chrysler Pacifica Hellcat

Yes, you read that correctly: Chrysler. Pacifica. Hellcat. We want one. It's definitely not happening. But that doesn't mean we – and the FCA designers – can't dream, right? That's what led to this sketch, posted on Instagram by Fiat-Chrysler design boss Ralph Gilles. It looks pretty sweet, including that hella important wing for maximum downforce, yo. As long as we're dreaming, we've got a few other requests. Let's put that 707-horsepower, 6.2-liter, supercharged V8 in the middle of the van. Screw the Stow 'N Go seats – let's get that engine mounted as low in the car's midsection as possible. And while we're at it, let's go for rear-wheel drive. And a six-speed manual transmission. And a third row of seats behind the engine, but rear-facing, so we can make our friends puke. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. In all seriousness, we're looking forward to driving the regular Pacifica when it launches this Spring. To refresh your memory, it's a totally new van, and will even be offered in Hybrid spec with an 80-mile-per-gallon-equivalent rating. Sounds impressive. Oh, heck. Hellcats > Hybrids. Ralph, we urge you to make this one a reality. Related Video: