Imported From Detroit: Right Ad, Wrong Car

Chrysler made plenty of noise this past Super Bowl with their lengthy, well-received "Imported From Detroit" advertisement featuring Eminem. The 1:00 spot (with an extended 2:00 version online) showed a Chrysler 200 driving through Detroit, set to Eminem's "Lose Yourself." The gritty images of the city inspired a feeling of American perseverance, which could describe the entire Chrysler organization (though the "American" part could be questioned). The ad ended with Eminem getting out of the car and taking the stage to finish his song.

Initial response to the ad was great: Chrysler's web traffic was through the roof, and the ad was all over television the next day. Aside from some political grandstanding that Chrysler would spend $9Million on an ad before their bailout was paid back, public perception of the ad, and by extention Chrysler, stayed positive.

That's it, right? The great American success story... Build good product, employ domestic workers, and market them effectively. Not so fast. While the ad tells a story of survival, revival, and optimism, the car it promotes tells a story of cost-cutting, penny pinching, and a "good enough" mentality.

The most shameful part of the story is that there is another new sedan in the Chrysler lineup that has excellent design, refined dynamics, luxurious interior, and brand recognition: The newly redesigned 300. 

 2011 Chrysler 300

While the 300 (and its Dodge Charger platform mate) were thoroughly redesigned for the 2011 model year, the 200 that stars in the ad is simply a warmed-over version of the unloved Chrysler Sebring. Sure, the front and rear ends of the car feature sharper designs, and the interior is improved, it still lags well behind mainstream competitors.

Now, there's no animosity towards Chrysler for their effort with this one. Their abusive relationship with Daimler stripped them of development cash, and the march towards bankruptcy was well underway by the time Cerebus took the reigns. While they have made several impressive introductions recently (300, Charger, Grand Cherokee, Durango), the 200 isn't one of them. The interior still suffers from cheap bits and uninspired design, sharing the "hard points" of the Sebring's penalty-box like cabin. The grille, headlights, and taillamps are much more attractive, but the profile is still a dead ringer for the Sebring you rented on your last vacation.

Chrysler 200 (top), Chrysler Sebring (bottom)

Had the Pentastar introduced this car as a new Sebring, and kept their expectations low, they would have had an easier time launching a truly "all new" 200 in just a few years. Instead they chose to put the new name on an old car, a move that will likely tarnish the 200 nameplate before the new car arrives.

The typical American car buyer isn't always smart (Camrys still sell by the boatload), but you have to give them some credit. They understand the difference between and updated model and an all (or mostly) new model. They bought into the ad, and they started doing their homework. The verdict's still out on the 200's sales numbers (production is still in ramp-up mode), but I don't expect growth over the Sebring's already basement-level sales.

It's a shame. Think about what could have happened if they just would have used the right car.

Thoughts?