During the 2011 Superbowl, Chrysler Motor Group delivered an ad to viewers that not only crushed many of the other advertisements, but also created a heightened sense of Detroit as a strong and resourceful city that can make it through rough times. Eminem was featured in the commercial which only intensified the message. The new slogan “Imported From Detroit” was officially up for grabs as many tried to capitalize on it.
One of the first was a Jeep dealership in Toledo, the historical home of Jeep, where they tried to take the slogan and change it to suit their needs with: Imported from Toledo. It wasn’t just a slogan for any merchandise but for their 70th-anniversary Jeep T-shirt. That was put to a stop as soon as Chrysler found out. In the end, the dealership wasn’t able to sell the t-shirts, but gave them away instead with test drive.
The next location to have to go up against Chrysler Motor Group was the well-known apparel store, Pure Detroit. The store, located in Detroit along with Michigan Chrysler dealers, was brought to court by Chrysler as Pure Detroit began selling t-shirts with the complete “Imported From Detroit” slogan.
Arguments against Chrysler’s suit were as follows:
• Chrysler used false advertising since the featured vehicles (Chrysler 200, Chrysler 300 and the Town & Country) in the commercials are built in Canada or elsewhere
• The Chrysler 200 is assembled in Sterling Heights and the other two vehicles are built at two Ontario assembly plant
It seems that these two companies came to an agreement, and although Michigan Chrysler dealers and others may not know what it is, it could be possible to see more of the slogan around Detroit than seen originally.
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