Creating a major stir with an emotion-filled advertisement spot during the 2011 Super Bowl, the besieged Chrysler Group found inspiration from a city that has received its own share of negative publicity. In the centerpiece television advertisement since becoming the new image campaign for Chrysler, the Detroit-based automaker slanted the ongoing misperception of United States domestic cars. With import carmakers still receiving better public appeal, the Detroit 3 is still working under a stigma of poor quality and lack of identity. Instead of accepting itself as a domestic auto company, Chrysler announced its products as Imported from Detroit.
With a hit commercial, Chrysler is channeling the success of their marketing campaign into another image-boosting directive. For a limited release apparel line, the Imported from Detroit moniker is being joined by a handy new logo with the powerful fist of Joe Louis thrusting through the center of the winged Chrysler badge.
Available in men, women or children sizes, the Imported from Detroit apparel and accessories are introduced to the Chrysler.com website. Offered in black and grey colours, T-shirts as well as hoodies (available in a pull-over or zipped style) is priced between $29 to $55 for adult variety items. Infant and youth clothing within the apparel line-up can outfit children for $16 to $18 per item. There is also a branded toque and hat within the special Chrysler apparel line-up. Aside from clothing and worn accessories, an Imported from Detroit bumper sticker can be worn on the rear fascia of an owner’s Chrysler car, truck or crossover utility vehicle.
Unleashing their apparel using the Imported from Detroit branding, Chrysler was in fact beaten to the market with a clothing line featuring their slogan. The auto company has most recently filed a lawsuit in Michigan Eastern District Court against Moda Group LLC (parent company of Pure Detroit). Submitted on March 15th of 2011, the suit argues Pure Detroit has been selling Imported in Detroit items since February 14th while Chrysler have held the trademark to Imported from Detroit brand since a month prior. Reportedly by Chrysler, the auto company notified Pure Detroit on the alleged infringement and that the apparel maker “is willing to agree to cease all sales.” according to words in an email response to Chrysler. Attempting to revolve the dispute outside of court, Chrysler and Pure Detroit could not come to an agreement. Chrysler also argues that while Pure Detroit discontinued sale of the Imported from Detroit items on their web store, the company has not pulled the merchandise from their retail outlets.
Four charities specific to the Michigan-based city will benefit from the sale of the Chrysler Made in Detroit merchandise. The Boys and Girls Club of Southeastern Michigan, Habitant for Humanity Detroit and Think Detroit PAL (Police Athletic League) are three organizations to benefit from the sale of Chrysler items. A fourth charity to gain funding from the Imported from Detroit brand is the Marshall Matters Foundation created by the driver and commercial soundtrack provider best known as Eminem.
Chrysler’s Imported from Detroit apparel line is launched as an excellent extension for brand drivers or just enthusiasts to be loyal as well as patriotic. All products within the clothing and hat line are guaranteed American made.