Sunday, February 6, 2011

"This is Detroit. This is what we do."

The new Chrysler 200's 2 minute commercial played tonight during the Superbowl. Having just moved to Detroit it definitely called out to me with already familiar sights. This is a hard city to live in.

I'm all for celebrating the hard work of the people of Michigan, but was thinking it may have been a better sell for Dodge or Jeep. This commercial completely missed the mark for the luxury market. This is not a market for appreciation of hard work and good intentions. Luxury cars are supposed to give you the feeling that you have arrived, years of struggle and hard work that have finally paid off, not the idea that even if you can afford luxury, you will settle for what Detroit has to offer.

If Chrysler (and Ford) ever expect to compete with the likes of BMW, Audi, and Mercedes, it must look beyond the state of Michigan and shed it's mentality of doing just good enough for the Midwest.


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