Chrysler Changes Slogan From “Imported from Detroit” To “America’s Import” - Is That A Move In The Right Direction?

The Chrysler 200, formerly known as “Imported from Detroit” is changing its marketing line to “America’s Import,” in a new advertising campaign that launches Saturday.

“It’s a brand that competes with imports, it’s a brand that proves you don’t have to go overseas to get a quality car,” Olivier Francois, Fiat and Chrysler’s chief marketing officer, told the Free Press.

The former tagline, made famous in the 2011 Super Bowl commercial with Eminem, won’t disappear completely. But it is time to move on.

MattDarringer - 6/6/2014 9:37:23 AM

-2 Boost

Imported from Detroit was STUPID. America's import is STUPIDER (sic). They should go with something like "Chrysler...confident engineering." A slogan should impart a core value. America + import = oxymoron.

JDMUSMuscle - 6/6/2014 3:51:45 PM

0 Boost

Confident engineering ROFL

http://www.youtube.com/watch?v=hzyRjX_pX5c

Ya, confident engineering. Sure.

MattDarringer - 6/6/2014 4:10:17 PM

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@JDMUSMuscle your cultural bigotry aside...ALL company slogans are pure BS and you know it.

JDMUSMuscle - 6/6/2014 8:47:42 PM

-1 Boost

Oh, my cultural bigotry? Like you have none?

And I am only being honest, and everyone knows it to be true.

It doesn't matter whose slogan is more BS, the American automakers usually lie about MPG (Ford and Chevy do it all the time), reliability is still not improving thanks to the garbage parts that they enjoy using, etc.

But then again, you really can't blame America, since the whole Reaganomics ruined it completely.

JDMUSMuscle - 6/7/2014 2:12:32 AM

-1 Boost

America is a free country, of course. So is Japan. And so are pretty much many of the European countries. And in many ways, many of those countries have even more freedom than the U.S. does.

And of course, do those American automakers have the right to act dumb? Yes, they do.

Since America is all about junk, the American automakers have no choice but to keep lying and building junk to the consumers. Why? Because that's the only thing they are good at anyway.

RobertPaulson - 6/6/2014 12:50:23 PM

0 Boost

Is the word "Imported" synonymous with Rental Car/Fleet vehicle? LOL

What, precisely, is Olivier Francois smoking?

Not sure how this tagline really resonates with potential buyers, but I'm sure this god-like marketing genius has all the answers in his cute little PowerPoint deck.