“We never sold Sebrings,” Tom Vann, owner of Team Hillsdale Chrysler-Dodge-Jeep in Hillsdale, Michigan, told Automotive News. “Now — boom, boom — we sold two 200s this week.”
The line "Imported from Detroit" is the thing that made the difference and seeing Eminem, a true symbol of the Motor City, starring in the ad had an impressive impact on the audience.
“[The dealership's customers] work on the [oil] rigs,” Marion Luna Brem, owner of a dealership in Alice, Texas, said. “They work at the refineries. They endanger their lives. The people were saying there’s finally a tribute to the working class. These are all customers who buy Ram trucks. It was right on with my customer base.”
According to a number of media reports, Chrysler officials are holding talks with the American rapper Eminem for a series of new ads, although the company has refused to comment on the matter.
"'Born of Fire' is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots," Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC, said after the Super Bowl. "The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it's available right here."
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