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Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

Chrysler's completely redesigned 200 caught totally uncovered

Preparing for a big debut at the Detroit Auto Show next month, the all-new 2015 Chrysler 200 was out for a late-night photo shoot fully undisguised, and our spy shooters were there to capture its all-new design completely uncovered. While there's no camouflage, the cover of darkness proved to be almost as effective, but we still get a good idea of what this former sore spot in the brand's lineup will look like after its clean-sheet redesign.
The first thing we notice is the stylish four-door-coupe roofline doing its best to impersonate something like the Audi A7, or maybe the Volkswagen CC. The front-end styling is a departure from recent Chrysler designs with narrow headlights and an equally short, chrome-trimmed grille. In profile, the bullet-nosed 200 is somewhat reminiscent of the Tesla Model S. This new design language should definitely help the 200 get noticed in a segment filled with hot sellers like the Toyota Camry and Honda Accord, as well as more stylish offerings like the Ford Fusion and Mazda6.
Our spies also caught up with the 200 testing in daylight and got some good shots of the interior. The instrument panel design looks similar to what is found in the Dodge Dart, including the oversized instrument gauges and possibly even the LED accent lighting. We would have to assume - and hope - this prototype is a test model due to its small touchscreen display, as Chrysler's 8.4-inch screen would look much better in its place. The center stack and console are clean with minimal buttons and knobs, but we do see a rotary gear selector, which may confirm reports from last year that suggested the 200 will use a nine-speed automatic transmission to help hit 38 miles per gallon on the highway.

Hundreds of Detroit residents line up to ride in autonomous cars

DETROIT — Members of the public got the chance Friday to take a free ride in a self-driving vehicle as part of an effort to clear up confusion about the technology. Hundreds signed up for the 6-minute journey that led riders through a course set up inside a Detroit convention center. Mary Van Der Maas heard about the opportunity on the radio and decided to give it a shot. The 73-year-old retiree from Grosse Pointe, Michigan, hopped into an autonomous Chrysler Pacifica Hybrid minivan, and off she went. "I think that it's just ignorance that keeps us from wanting to do this. And once you experience it, it's marvelous," she said afterward. Daniel Schroeder, 17, said he "thought it was interesting how the car knew its route." "And then it could identify things in the road," said the high school junior from Troy, Michigan, who spent one of the days of his spring break at the demo inside Cobo Hall downtown. Rep. Debbie Dingell also rode in the driverless Pacifica, asking more than a few questions of organizers along the way. "Public confidence in autonomous vehicles has decreased, not increased, over the last year for a variety of reasons," the Democratic congresswoman said. "And people need to get to know it. They need to be hands-on. They need to see that it works." Dingell said she had asked her husband, the late John Dingell, the longest-serving member of Congress in the institution's history, to serve as an advocate for driverless cars, citing the technology's potential to benefit older Americans. "He just quite frankly didn't trust it," Debbie Dingell said. Technological hurdles and apprehension have limited attempts to deploy fully autonomous vehicles on public roadways. Uber pulled its self-driving cars out of Arizona last year after one of the ride-hailing service's autonomous cars struck and killed a woman as she crossed the street. Mary Moore of SAE International, an association of mobility engineers, said the idea behind the Detroit event is to "use the facts, use what's on the market today to explain what the capabilities are today and then also give a glimpse into what can happen in the future." The event was sponsored by SAE International as well as Partners for Automated Vehicle Education, a coalition of industry, nonprofit and academic institutions whose goal is to inform and educate the public and policymakers about automated vehicles. It runs through Sunday and is free to attend.