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Chrysler uses Super Bowl spots to honor troops, farmers

How do you follow up such revered and successful ads as Chrysler's last two Super Bowl commercials? Imported from Detroit and Halftime in America should be given credit for giving the automaker's public perception a complete overhaul after its rescue from the brink with taxpayer money. What next, then?
We just found out during Super Bowl XLVII. This year Chrysler went with two commercials, one for Jeep and the other Ram. The two-minute-long Jeep commercial, called Whole Again, is narrated by Oprah Winfrey and presented as an open letter to the service men and women of America, simply expressing admiration for what they do - poignant message coming from a company whose history is so entwined with that of the military's.
The Ram commercial, called Farmer, honors the agricultural backbone of this country. Its soundtrack is a speech entitled "So God Made a Farmer" given by the famous radio broadcaster Paul Harvey, which plays over a slideshow of original photography commissioned by Ram. The images, of course, focus on farming and the people who do it for a living, and there's a few Ram trucks in there, as well.

Ram introduces latest 'Built to Serve' pickup honoring U.S. Air Force

Ram announced Thursday that the third of its five-truck "Built to Serve" series will officially launch Friday. The latest edition, finished in either Anvil or Billet Silver, honors the U.S. Air Force on the anniversary of its founding.  "Ram continues to honor all of those who serve or have served in the United States armed forces with distinction through our latest ‘Built to ServeÂ’ offering," said Ram chief Mike Koval Jr., in FCA's announcement. "The ‘Built to ServeÂ’ adage is something Ram truck owners, whether civilian or military, are very familiar with as itÂ’s something we strive to build into every truck and van we produce."   FCA is releasing a new truck approximately once every three months, each commemorating one of the five branches of the U.S. Armed Forces — Army, Navy, Air Force, Marines and Coast Guard. Deliveries of the latest model are set to begin this week to coincide with the 73rd anniversary of the Air Force's establishment as a separate branch on Sept. 18, 1947.  "Built to Serve" models are easily spotted thanks to their prominent rear quarter panel decals. Cosmetic upgrades include an all-black grille and surround, black badges, side steps, black four-inch exhaust tips, body-colored wheel arch trim, and 20-inch wheels finished in Technical Gray. The option price adds the Off-Road Group, which bundles features such as underbody skid plates, electronic-locking rear axle, off-road shocks, tow hooks, and all-terrain tires.  In total, FCA will sell 9,000 "Built to Serve" editions divvied up so that each branch gets two appropriate color choices out of 10 total: Gator (1,000 units) and Diamond Black (1,000); Ceramic Gray (1,000) and Patriot Blue (1,000); Anvil (1,000) and Billet Silver (1,000); Tank (1,000) and Flame Red (1,000); and Spitfire (500) and Bright White (500). The up-charge regardless of variant is $2,795.      

Feds sue Fiat Chrysler, accuse it of cheating on diesel emissions

WASHINGTON - The US government has filed a civil lawsuit accusing Fiat Chrysler Automobiles NV of using software to bypass emission controls in diesel vehicles. The Justice Department suit, filed in US district court in Detroit, is a procedural step that may ramp up pressure on Fiat Chrysler. The suit could ultimately help lead to a settlement, as in an earlier probe of rival Volkswagen AG that will cost VW up to $25 billion, but which affected a much larger number of vehicles. VW admitted to intentionally cheating while Fiat Chrysler denies wrongdoing. It did not immediately comment on Tuesday. US-listed Fiat Chrysler shares were down 2.9 percent at $10.44. The suit also names Fiat Chrysler's unit V.M. Motori SpA, which designed the engine in question. Reuters reported last week the Justice Department and EPA have obtained internal emails and other documents written in Italian that look at engine development and emissions issues that raise significant questions. The investigation has scrutinized VM Motori. FCA acquired a 50 percent stake in VM Motori in 2010 and the remainder in October 2013. The lawsuit asserts the Italian-American automaker placed undeclared "defeat devices," or auxiliary emissions controls, in 2014-2016 Fiat Chrysler diesel vehicles that led to "much higher" than allowable levels of nitrogen oxide, or NOx pollution, which is linked to smog formation and respiratory problems. The suit seeks injunctive relief and unspecified civil penalties. EPA said in January the maximum fine is about $4.6 billion. In January, EPA and California accused Fiat Chrysler of illegally using undisclosed software to allow excess diesel emissions in 104,000 U.S. 2014-2016 Jeep Grand Cherokees and Dodge Ram 1500 trucks. Fiat Chrysler said on Friday it plans to update software that it expects will resolve the concerns of U.S. regulators about excess emissions in those vehicles. The January notice was the result of regulators' investigation of rival Volkswagen, which prompted the government to review emissions from all other passenger diesel vehicles. Volkswagen admitted in September 2015 to installing secret software allowing its cars to emit up to 40 times legal pollution levels. In total, VW has agreed to spend up to $25 billion in the United States to address claims from owners, environmental regulators, states and dealers and offered to buy back about 500,000 polluting US vehicles.