Chrysler Unveils New 'Imported from Detroit' Logo

Chrysler has announced it is expanding its "Imported from Detroit" merchandise line with a new logo featuring the Detroit fist - the downtown monument to famous boxer Joe Louis. The black and white design shows the fist gripping onto the middle of the Chrysler wings.

The product line made its debut with the $29 T-shirts with the tag line featured in Chrysler's two-minute Super Bowl commercial highlighting its new Sebring-based 200 sedan. The choice has been extended to include a $55 full-zip sweatshirt, a $48 hoodie, a $22 women's tank top, a $20 beanie and a $16 body suit. Chrysler bumper stickers with the same logo are also available.

A part of the sale proceeds will go to four Detroit-based charities: Boys & Girls Clubs of Southeastern Michigan, Habitat for Humanity Detroit, the Marshall Mathers Foundation and Think Detroit PAL.

"We hope that by partnering with these charitable organizations people will be encouraged to wear their 'Imported from Detroit' merchandise proudly, knowing that a portion of the proceeds will contribute to the fundamental development of the children of Detroit and the communities in which they reside,"
said Olivier Francois, CEO of Chrysler brand.

Chrysler spokeswoman Dianna Gutierrez has stated that the logo, which was designed by Chrysler's ad agency, will only be featured on the company’s merchandise and not in the edited versions of the TV spot, which are still running.

All the products are available online on

Our opinion: the new design is nice and bold, but we find the old one a bit more classy. This will take some time getting used to.
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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