The Chrysler 200 replaces the Chrysler
Chrysler needs the 200 to be a success in order to be a player in the vital midsize car segment. Midsize cars made up 15% of the 11.6 million new
In the ad, Chrysler will sell itself as an upscale brand, asking: "What does a town that's been to hell and back know about luxury?"
After giving Detroit's street cred on the issue, Eminem appears in the ad, at the Fox Theatre, and declares that this is "what we do" in the Motor City.
Chrysler would not confirm Eminem would appear in the ad or say which vehicle would be promoted. In addition, a Claymation version of Eminem will appear in a Lipton Brisk Iced Tea commercial during the Super Bowl.
On Friday, Chrysler CEO Sergio Marchionne hinted about the automaker's commercial: "I won't tell you what it's about, but it will be worth watching."
Marchionne, who spoke at a San Francisco event associated with the National Automobile Dealers Association's annual convention, said Chrysler spent less than $9 million on the ad.
Last year, Chrysler was the only Detroit automaker to advertise during the Super Bowl. This year, GM and Chrysler will air spots during the game, and Ford during the pre-game.