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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.

Waymo picks Detroit factory to build self-driving fleet by mid-2019

SAN FRANCISCO — Alphabet Inc's Waymo said on Tuesday it had chosen a factory in Detroit to mass produce self-driving cars, looking to the historical heart of the auto industry to build the vehicles of the future. The company's chief executive, John Krafcik, said in a blog post that Waymo would partner with American Axle & Manufacturing to lease and repurpose an existing Detroit facility that will be operational by mid-2019. The facility belongs to American Axle, next to the GM Hamtramck facility that is at risk of being shuttered, and is across the Detroit River from Windsor, where the Chrysler Pacificas that Waymo uses are built. Presumably Waymo will do the self-driving fitment of Pacificas at the new facility. Waymo said in January it had chosen Michigan for its first production facility, adding it would receive incentives from the public-private partnership agency, the Michigan Economic Development Corporation, and create up to 400 jobs over time exclusively related to self-driving. Krafcik said in his blog post Tuesday that it's the "perfect facility," with up to 200,000 square feet to expand into. He said Waymo will hire the region's auto manufacturing talent. Waymo plans to buy 62,000 Pacificas and 20,000 Jaguars and convert them for autonomous driving. By 2022, it intends to conduct about 1 million trips per day. In a sea of rivals, Waymo is generally thought of as far ahead in the self-driving race. It already operates a robotaxi service in Arizona that it plans to expand geographically over time. Global automakers, large technology companies and startups are all engaged in self-driving efforts, but experts expect it will be years before systems are ready to be rolled out in all areas, with software and regulations among the many challenges. Waymo is competing with rivals General Motors and Uber Technologies to deploy such vehicles for the masses. Tesla CEO Elon Musk has also announced the company plans to launch a robotaxi service in 2020. Waymo, which has been working on self-driving technology for a decade, provided few new details. American Axle, with which Waymo is partnering for its Detroit facility, was formed in 1994 when an investment team purchased five plants that General Motors had put up for sale. GM plans to end output at its last Detroit factory next year, after announcing in November a plan to halt production at five North American assembly plants and cut about 15,000 jobs.

Chrysler to accelerate production of 2013 Ram and V6 engines

Chrysler is adding a third shift at its Warren Truck plant to meet demand for the new 2013 Ram pickup. And with tight supplies of its Pentastar V6, the company is also boosting output at its Mack Engine plant.
The expansions will add 1,250 jobs and are part of a $238 million investment by Chrysler in the Detroit area. Warren's third shift will begin work sometime in the spring, a Chrysler rep told Automotive News. Mack's increased Pentastar production a could include both 3.6 and 3.2-liter engines.
The company says it also plans to invest $40 million in its Trenton Engine plant to allow for production of a 3.2-liter V6 as well as the Tigershark inline-four for the upcoming Jeep Liberty replacement.