DETROIT -- Chrysler brand head Saad Chehab says the brand will expand its "Imported from Detroit" marketing theme with special-edition vehicles and partnerships that further tie Chrysler to the financially embattled city.
The "Imported from Detroit" campaign began during the 2011 Super Bowl with a commercial celebrating the city's gritty work ethic and featuring rapper Eminem driving a Chrysler 200. The brand has used the tag line in nearly every subsequent campaign and partnered with other Detroit brands and personalities on special-edition vehicles.
Speaking to reporters last week, Chehab, 45, said the campaign and its message of hard work and perseverance have resonated with customers and will continue to expand.
"We own the Detroit story now as a brand, and we're going to continue to tout it," Chehab said.
He said the automaker will build a 2013 1/2 Chrysler 200 S Special Edition, in a partnership with outerwear and workplace uniform manufacturer Carhartt Inc. of suburban Detroit.
The automaker will build 2,000 units of the vehicle, which have unique front and rear fascias, Carhartt-branded seating and other features. They will be priced at $29,865, including shipping.
The 200 S Special Edition follows other Chrysler limited-edition vehicles with Detroit connections, including 300 sedans tied to the Motown music brand and fashion designer John Varvatos.