Olivier Francois, chief marketing officer for Chrysler Group
Chrysler is enjoying another “Imported FromDetroit” moment these days with its sponsorship of "Motown the Musical" on Broadway. But Forbes contributor Dale Buss reports it may be one of the last times that Chrysler emphasizes its relationship with the Motor City as a brand foundation.
That’s because Chrysler marketers finally have been looking for ways to pivot away from limiting aspects of the “Imported From Detroit” positioning, and toward a broader definition of the brand and its products than as mainly a statement of pride in being a Detroit carmaker that began famously with the Eminem “Born of Fire” commercial during Super Bowl XLV.
The new identity is likely to cast Chrysler as an “import-fighter.”
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