Chrysler Claims Rights To "Imported From" Wherever

Bertel Schmitt
by Bertel Schmitt

Chrysler is coming down hard on some of their Jeep dealers. The Monroe Dodge Superstore in Monroe, MI, just down the road from Toledo, wanted to celebrate the 70th anniversary of the Jeep. The first Willys-Overland Jeep was built 1941 at their plant in Toledo. The good folks at the Monroe Dodge Superstore thought hard about a good catchphrase. Then, the lightbulb went off. Presto, 600 T-shirts were printed, emblazoned with “Imported from Toledo.” They immediately heard from Chrysler. Not in a good way.

So did the Toledo area dealers Wrangler Unlimited from Grogan’s Towne and Charlie’s Chrysler Dodge Jeep Ram. They drove a Jeep on the ice during intermissions at the Toledo Walleye ice hockey games last weekend with “Imported from Toledo” written on the doors. Chrysler told them they are skating on thin ice.

Monroe Dodge owner Ralph Mahalak, Jr. told the Toledo Blade that all he wanted was to sell Jeeps. The shirts were offered for just $19.41 (get it) a piece, with the proceeds going to three local charities. Chrysler said no. A nasty “imported from” pricewar was averted. Chrysler’s “IMPORTED FROM DETROIT” Tees go for 10 bucks MSRP more.

Mahalak resolved the spat by giving away the T-shirts to customers who test-drove a Chrysler.

This matter comes on the heels of Chrysler suing Pure Detroit for selling “Imported from Detroit” T-shirts.

Chrysler spokesman Michael Palese told The Blade that Chrysler doesn’t have the “Imported from Toledo” mark (yet), but opined that using it to sell Jeeps is misguided. “We appreciate the enthusiasm and support of our dealers, but we do not want to dilute the Chrysler Brand’s ‘Imported from Detroit’ tag­line,” said Palese.

With the dealers, Chrysler has it a bit easier to assert their imaginary trademark claims. If the dealers don’t play ball, who knows, suddenly there will be problems with car deliveries, denied warranty claims and other unfortunate coincidences.

I’m sure the Kilpatrick Townsend & Stockton law firm that handles Chrysler’s trademark litigation must be hiring. There are more than 20 million hits for “imported from” on Google. Solar power imported from Sahara. Islamophobia imported from Europe. Sex imported from Africa. Dangerous dental implants imported from China. Whoopee! So much to do!

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Highdesertcat Highdesertcat on Mar 23, 2011

    What makes this non-story a story is that Chrysler is fighting for their very existence, and, in spite of all the help they got over the last two years, financial and otherwise, they're failing. The dealers wanted to help Chrysler sell more iron but the idea did not come from Chrysler HQ, so down the rat-hole it goes. I bet if Chrysler had thought of this idea first there would have been no problem with the T-shirts and slogan at all. Like I said, if Chrysler is this proud of their slogan, why don't they advertise their other products as Imported from Mexico or Imported from Italy?

  • Hank Hank on Apr 14, 2011

    Renault may have some interest in all this. Check out the tagline on this old Renault Alliance ad: http://www.arcticboy.com/media/renault/renaultreview.jpg "Sure it's imported. From Kenosha, Wisconsin."

  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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