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article imageChrysler 200 sings a new tune

By Joe Duarte     Jan 17, 2014 in Technology
Detroit - The car that’s being credited with the turnaround at Chrysler is singing a different tune as it heads into its second generation, with a new platform and new bodywork that’s a symphony to the ears of the Detroit company’s Italian patrons.
The Chrysler 200 made its debut at the 2011 North American International Auto Show, introduced to the catchy beat of “Lose Yourself” (the Oscar-winning song from the film 8 Mile, which starred the song’s composer – Detroit rapper Eminem). It was during the 2011 Super Bowl, however, that the car became a sentimental favorite of the American car buyer and a symbol for the resurgence of Chrysler and the city of Detroit, as it drove through alternating barren and bustling cityscapes, showing off the city’s modern art and classic architecture, the 200’s elegant details, and examples of the determination of the city’s inhabitants.
The Imported from Detroit commercial (also starring Eminem and featuring the music from the same song) was perhaps more instrumental in the car’s success than the car itself, which was basically a rebadged and slightly reworked version of the uninspiring 2010 Chrysler Sebring.
Despite initial ho-hum reviews from the automotive press, the 200 became an overnight sensation with the second-highest number of Google searches the day following Super Bowl XLV, AOL Autos searches multiplying nearly seven-fold and YouTube views skyrocketing into the millions.
Now, the 200 is ready for its first redesign (based on the same platform as the Dodge Dart introduced in 2013 and the new Jeep Cherokee) and the soundtrack to its (hoped) success is a joyful melody akin to what you might find on a video of a happy childhood.
It’s a fitting melody, with the video (also two minutes in length) starting off with two pieces of steel being welded together, and taking the viewers along the assembly line process as piece after piece of metal is affixed, the car is washed and dressed for success, accessorized for its formal debut into the world, and exits through the factory’s bay doors and onto Detroit’s 2014 North American International Auto Show stage for its close-up meeting with a cacophony of shutters from the thousands of assembled journalists from around the world.
The Inside Out video is also probably a fitting tribute to a car that has left behind the grittiness and challenges of Detroit as it prepares to take on suburban America as a well-developed and stylish adolescent.
More about Chrysler, Chrysler 200, Eminem, naias, Detroit auto show
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