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Chrysler Is Proving Right To Ditch 'Imported from Detroit'

Forbes -- For Chrysler, Dirty Harry couldn’t leave the scene too fast. The American public appears to be ratifying the automaker’s decision to move on from its dog-eared “Imported from Detroit” positioning to a new marketing campaign that promotes some more-relevant aspect of each of its four brands.

Actually, the reception for Chrysler’s new TV commercials has been surprisingly strong, giving Chrysler the best perception of a Big Three automaker at least since early 2009, according to YouGov Brand Index, which regularly tracks the American public’s take on many brands.

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Submitted Apr 23, 2012 By: Mudsprings

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honda0105 Champion Author Tallahassee Posts:18,590 Points:1,606,595 Joined:Nov 2008	Message Posted: Apr 27, 2012 2:52:32 AM Ignore honda0105 Report Abuse most people said it couldn't be done. Guess they were wrong. Sergio may not be the new Lee, but he's done a dang good job.
Dodge_Me Champion Author Atlanta Posts:2,214 Points:553,230 Joined:Mar 2006	Message Posted: Apr 25, 2012 9:13:41 PM Ignore Dodge_Me Report Abuse I have been a big fan of dodge for many years, love their cars and trucks. Sergio Marchionne has IMHO done very well with chrysler, he has brought back fiat from disaster and he is doing great with chrysler. I'm glad to see him bring back some class and quality to the brand. I saw the interview with Sergio Marchionne and he said first thing he wanted to do was bring back the quality of chrysler. Thank you Sergio Marchionne.
puinsai808 Champion Author Honolulu Posts:3,529 Points:723,980 Joined:May 2011	Message Posted: Apr 24, 2012 7:47:45 AM Ignore puinsai808 Report Abuse Okay.
CVA19 Champion Author Salem Posts:2,393 Points:606,850 Joined:Aug 2011	Message Posted: Apr 23, 2012 10:12:57 PM Ignore CVA19 Report Abuse I don't know... "Imported from Detroit" seemed close to the mark when you consider that the city resembles a third-world banana republic.
sammy518 Champion Author Austin Posts:2,589 Points:539,790 Joined:Dec 2010	Message Posted: Apr 23, 2012 9:32:44 PM Ignore sammy518 Report Abuse ok
Gassed01 Champion Author Toronto Posts:6,339 Points:1,799,115 Joined:Jan 2006	Message Posted: Apr 23, 2012 8:53:02 PM Ignore Gassed01 Report Abuse They should ditch more than that.
us4usa Champion Author Missouri Posts:5,976 Points:1,109,385 Joined:May 2008	Message Posted: Apr 23, 2012 8:49:06 PM Ignore us4usa Report Abuse April 2012 Consumer Reports graded the automakers, in a Who Makes the Best Cars article... Out of 13 automakers, Chrysler overall score 51 is last place...
tidalwave3 Champion Author Tallahassee Posts:1,294 Points:1,460,825 Joined:Jun 2008	Message Posted: Apr 23, 2012 8:46:42 PM Ignore tidalwave3 Report Abuse it's about time Detroit joins the USA again
Blue48 Champion Author Illinois Posts:7,290 Points:1,634,920 Joined:Feb 2007	Message Posted: Apr 23, 2012 8:46:39 PM Ignore Blue48 Report Abuse OK MADISON AVENUE!
Jeeputtputt Champion Author Ohio Posts:3,002 Points:677,465 Joined:Aug 2009	Message Posted: Apr 23, 2012 8:09:12 PM Ignore Jeeputtputt Report Abuse this surly will save me gas or money...
Godozo All-Star Author Gary Posts:651 Points:555,440 Joined:Dec 2010	Message Posted: Apr 23, 2012 8:08:36 PM Ignore Godozo Report Abuse I always hated the "Imported From Detroit" tagline. It was as if Detroit (and, by extension, the state of Michigan) had become some foreign nation whose main claim to fame was a long-forgotten ability to build cars. The implication being that Michiganders (outside of their ability to understand (Southern) American English) were no different than Mexicans sneaking over the border for work.
camaro_man Champion Author Kitchener-Waterloo Posts:2,216 Points:608,100 Joined:Jun 2010	Message Posted: Apr 23, 2012 8:03:41 PM Ignore camaro_man Report Abuse wow
DeeLA Champion Author Los Angeles Posts:4,802 Points:1,362,405 Joined:Nov 2008	Message Posted: Apr 23, 2012 8:02:49 PM Ignore DeeLA Report Abuse Interesting.
southrob Champion Author Tucson Posts:3,585 Points:685,150 Joined:Mar 2011	Message Posted: Apr 23, 2012 7:59:42 PM Ignore southrob Report Abuse how bout lower gas prices. we import and prices rise
carefrey Champion Author Orlando Posts:5,515 Points:1,155,485 Joined:Sep 2009	Message Posted: Apr 23, 2012 7:59:07 PM Ignore carefrey Report Abuse Very true! OGW said it right!
OGW Champion Author London Posts:5,324 Points:1,529,650 Joined:Sep 2005	Message Posted: Apr 23, 2012 7:54:53 PM Ignore OGW Report Abuse Most of what Chysler sells now is imported from somewhere and if they build it in the in the US then it is still designed in Europe or elsewhere. Most of the vehicles that they sell now suck except for the minivan. The only reason anyone buys their pickups is they are cheap but little quality in them.
serrog Champion Author Nova Scotia Posts:5,549 Points:1,509,205 Joined:Oct 2008	Message Posted: Apr 23, 2012 7:51:06 PM Ignore serrog Report Abuse Product is improving
SandeeC Champion Author Ontario Posts:2,983 Points:459,105 Joined:Apr 2011	Message Posted: Apr 23, 2012 7:51:01 PM Ignore SandeeC Report Abuse What are they ashamed of Detroit????
jb107 Champion Author New Jersey Posts:9,535 Points:2,618,995 Joined:Sep 2005	Message Posted: Apr 23, 2012 7:49:20 PM Ignore jb107 Report Abuse Lets stick with American made. Go Chrysler.
grandamgt1 Champion Author Illinois Posts:2,331 Points:1,237,400 Joined:Apr 2008	Message Posted: Apr 23, 2012 7:48:27 PM Ignore grandamgt1 Report Abuse Made me laugh the first time I seen these ads.
carranco Champion Author Georgia Posts:1,027 Points:267,390 Joined:Dec 2008	Message Posted: Apr 23, 2012 7:45:24 PM Ignore carranco Report Abuse I like their minivans, not much else.
WIPACKERFAN Champion Author Chicago Posts:8,789 Points:1,840,525 Joined:Aug 2005	Message Posted: Apr 23, 2012 7:42:01 PM Ignore WIPACKERFAN Report Abuse This was a dumb campaign anyway.
SparkieMi Champion Author Kalamazoo Posts:3,244 Points:584,445 Joined:Sep 2011	Message Posted: Apr 23, 2012 7:41:42 PM Ignore SparkieMi Report Abuse Interesting...... Many opinions....
Holly123 Champion Author Charlotte Posts:3,182 Points:786,960 Joined:Dec 2010	Message Posted: Apr 23, 2012 7:38:51 PM Ignore Holly123 Report Abuse Remember the K of car? I bet Chrysler wishes set didn't ...
Beaveronparade Champion Author Hartford Posts:2,096 Points:632,245 Joined:Mar 2011	Message Posted: Apr 23, 2012 7:35:08 PM Ignore Beaveronparade Report Abuse I've never really liked Chrysler's. Just not into them.
DeeLA Champion Author Los Angeles Posts:4,802 Points:1,362,405 Joined:Nov 2008	Message Posted: Apr 23, 2012 7:34:31 PM Ignore DeeLA Report Abuse Okay.
skyking19 Champion Author Little Rock Posts:1,995 Points:1,695,970 Joined:Jan 2007	Message Posted: Apr 23, 2012 7:32:33 PM Ignore skyking19 Report Abuse Get the marketing right!
itsjustme719 All-Star Author Hamilton Posts:611 Points:596,950 Joined:Dec 2010	Message Posted: Apr 23, 2012 7:27:12 PM Ignore itsjustme719 Report Abuse Chrysler is my second choice of vehicles.
heysailor Champion Author Pittsburgh Posts:9,567 Points:2,329,645 Joined:Mar 2006	Message Posted: Apr 23, 2012 7:25:16 PM Ignore heysailor Report Abuse I thought the Eastwood commercial was the best since the 1984 Apple classic. I wonder why the rednecks hated it?
babugp Veteran Author Philadelphia Posts:339 Points:76,685 Joined:Mar 2012	Message Posted: Apr 23, 2012 7:21:27 PM Ignore babugp Report Abuse cool
ericbcire Champion Author Nevada Posts:4,505 Points:1,263,710 Joined:Aug 2009	Message Posted: Apr 23, 2012 7:16:42 PM Ignore ericbcire Report Abuse Have they paid back the taxpayers?
miser709 Champion Author Grand Rapids Posts:1,268 Points:1,067,300 Joined:Mar 2004	Message Posted: Apr 23, 2012 7:15:58 PM Ignore miser709 Report Abuse Chrysler, no thanks.
DustyHorse Champion Author Virginia Posts:6,067 Points:1,387,845 Joined:Oct 2008	Message Posted: Apr 23, 2012 7:09:44 PM Ignore DustyHorse Report Abuse I don't care what kind of advertising they have I'm not planning to buy another Chrysler product. My first car was Chrysler product and it wasn't a great experience.
Dodge_Me Champion Author Atlanta Posts:2,214 Points:553,230 Joined:Mar 2006	Message Posted: Apr 23, 2012 7:07:19 PM Ignore Dodge_Me Report Abuse I have been a big fan of dodge for many years, love their cars and trucks. Sergio Marchionne has IMHO done very well with chrysler, he has brought back fiat from disaster and he is doing great with chrysler. I'm glad to see him bring back some class and quality to the brand. I saw the interview with Sergio Marchionne and he said first thing he wanted to do was bring back the quality of chrysler. Thank you Sergio Marchionne.
KWM2011 Champion Author Ontario Posts:1,451 Points:351,950 Joined:May 2011	Message Posted: Apr 23, 2012 7:07:08 PM Ignore KWM2011 Report Abuse Ok.
tco9436 Champion Author Connecticut Posts:1,772 Points:719,925 Joined:Mar 2010	Message Posted: Apr 23, 2012 7:06:50 PM Ignore tco9436 Report Abuse OK
mgune9 All-Star Author Dallas Posts:914 Points:200,395 Joined:Feb 2012	Message Posted: Apr 23, 2012 7:06:37 PM Ignore mgune9 Report Abuse whatever it takes I guess
SIDEKICKFL Sophomore Author Florida Posts:165 Points:48,470 Joined:Feb 2012	Message Posted: Apr 23, 2012 7:03:05 PM Ignore SIDEKICKFL Report Abuse ok
gmcgas Champion Author Atlanta Posts:5,937 Points:1,711,145 Joined:Mar 2004	Message Posted: Apr 23, 2012 7:02:24 PM Ignore gmcgas Report Abuse build a very good product and you have to toot your own horn telling everyone how good you are. the cust. will for you, and they be more beliveable.
LCSTEELERBOB Champion Author Gary Posts:2,961 Points:720,030 Joined:Oct 2008	Message Posted: Apr 23, 2012 7:00:51 PM Ignore LCSTEELERBOB Report Abuse good for them
kcboy Champion Author Utah Posts:3,958 Points:1,505,100 Joined:Jun 2005	Message Posted: Apr 23, 2012 6:58:52 PM Ignore kcboy Report Abuse Interesting
wz Champion Author Twin Cities Posts:2,474 Points:1,274,390 Joined:Feb 2009	Message Posted: Apr 23, 2012 6:53:24 PM Ignore wz Report Abuse I don't watch commercials. Hooray for the DVR.
OKRifle Champion Author Oklahoma City Posts:10,387 Points:1,807,360 Joined:Oct 2007	Message Posted: Apr 23, 2012 6:51:45 PM Ignore OKRifle Report Abuse Screw Detroit! That town has long out lived its day! Probably rusting by now! Time to move operations to "right to work" states and really get competitive!
jessek Champion Author Detroit Posts:2,657 Points:1,280,490 Joined:Sep 2008	Message Posted: Apr 23, 2012 6:50:38 PM Ignore jessek Report Abuse Strong sales pitch.
96sc1 Champion Author El Paso Posts:8,517 Points:1,367,440 Joined:Mar 2008	Message Posted: Apr 23, 2012 6:45:37 PM Ignore 96sc1 Report Abuse They should put Abarth to work on one of their Detroit vehicles.
Yankee829 Champion Author Dallas Posts:2,191 Points:555,815 Joined:Sep 2010	Message Posted: Apr 23, 2012 6:43:08 PM Ignore Yankee829 Report Abuse Ok
stephen2155 Champion Author North Carolina Posts:3,009 Points:654,705 Joined:Jun 2011	Message Posted: Apr 23, 2012 6:42:42 PM Ignore stephen2155 Report Abuse Ok
TopGunn Champion Author Baltimore Posts:9,171 Points:2,613,355 Joined:Aug 2004	Message Posted: Apr 23, 2012 6:40:19 PM Ignore TopGunn Report Abuse Quality has been the biggest drag. I am very reluctant to try again.
Hoporrene Veteran Author Mississippi Posts:312 Points:206,970 Joined:Dec 2011	Message Posted: Apr 23, 2012 6:40:16 PM Ignore Hoporrene Report Abuse ...
ED6 Champion Author Riverside Posts:9,469 Points:1,848,205 Joined:Jul 2007	Message Posted: Apr 23, 2012 6:30:56 PM Ignore ED6 Report Abuse Old news.