Chrysler’s Super Bowl LIE
If you watched the commercial breaks during yesterday’s Super Bowl – you know, the one where the Steelers dug themselves a huge hole before eventually losing the game – you might have seen a very well-done Chrysler commercial staring the new Chrysler 200 and hip-hop mogul Eminem.
While this commercial is definitely compelling, it’s based on a tremendous lie: While the new Chrysler 200 is built in Detroit, it’s no more “American” than any vehicle built on U.S. soil by Honda, Toyota, or Hyundai. Why, you ask?
Because Chrysler is owned by FIAT, and Fiat is based in Italy. See the ad below:
The obvious message in this ad is that buying a Chrysler is good for the city of Detroit, and I for one have great sympathy for the people in Detroit. That city has been through 40 years of decline brought on by incompetent auto execs and irresponsible union leadership, and they have deserved better.
The sub-text of this commercial, however, is that buying a Chrysler is better than buying an import. From the ad:
Narration: “…when it comes to luxury, it’s as much about where it’s from as who it’s for, now we’re from America, but this isn’t New York City…this is the motor city, this is what we do.”
The narration above is followed by the text Imported From Detroit, which seems to indicate (to me at least) that buying a Chrysler 200 is like buying a great import, except it comes from Detroit. That’s all fine and good, but it’s not the whole story. Chrysler is not truly an American company – or at least it won’t be very, very soon. From the New York Times:
Sergio Marchionne, the chief executive of both Chrysler and Fiat, last week said he hoped to repay the loans and take a 51 percent stake in Chrysler sometime in 2011, ahead of a public stock offering in the second half of the year.
Sergio Marchionne is a great auto exec and exactly what Chrysler needs if it’s going to survive and prosper, but the Marchionne’s don’t hail from Detroit, folks.
Chrysler’s ad is one big, fat, stinking lie, because it leads you to believe that buying a Chrysler vehicle is somehow “good for America,” but as any Toyota owner will tell you, buying a car from a foreign automaker is bad – evil even – according to thousands of xenophobe “Buy ‘Merican” hillbillies who attack their fellow citizens for buying a made-in-America vehicle with a foreign nameplate.
If the “Buy ‘Merican” crowd is to be believed, purchasing a made-in-Texas Toyota Tundra isn’t helping American industry or preserving American jobs. By that logic, buying a new Chrysler 200 isn’t good for America either.
So, like I said, Chrysler’s greatest ad in the last decade was a big lie.
Comments? Any “Buy ‘Merican” folks care to explain how buying a Chrysler 200 is better than buying a Tundra?
Filed Under: Auto News