Wild-Ass Rumor Of The Day: Chrysler "Imported From Detroit"
When it comes to inside dirt on the happenings in Auburn Hills, Allpar tends to deliver the goods. Today they have what they say could be Dodge and Chrysler’s new marketing taglines, to wit:
- Life is best when driven
- Imported from Detroit
Of course, we must note that marketing is an irony-free zone. These slogans could just as easily be a practical joke as the real thing. After all, what right-thinking automotive marketer would not only associate its products with Motown, but do so in a way that actually reinforces the market’s preference for imports? Especially considering an Italian firm is paying said marketer’s salary. Say what you want about “Life is best when driven,” at worst it’s painlessly generic. “Imported From Detroit,” on the other hand, is the modern “Not Your Father’s Oldsmobile”: self-aware and self-destructive.
More by Edward Niedermeyer
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The new 300 is pleasant enough, but I keep thinking, "Chrysler 300: Why Yes, It Does Sort of Look Like a Genesis, Now That You Mention It". "Life is Best When Driven" is utterly meaningless; "Imported from Detroit" is a little better (to the rest of us, Detroit as a place is pretty foreign, anyway).
"self-aware and self-destructive" There's your tagline, Pentastar.
"‘All Hands Brace For Impact.’" Mighty scary words when 150 feet away from an aircraft carrier during a refueling operation when rudder control is lost.
I think the use of 'imported' is meant to be ironic . . . as though 'Detroit' might as well be another country. Seems that Chrysler's been running some pretty hipsterish spots lately. I did like the one that ran over the summer, with G. Washington routing the redcoats in a Charger . . .