VIDEO: Chrysler's "Born of Fire" Super Bowl Ad Starring the New 200, Eminem and the City of Detroit

Chrysler, unlike other automakers that were teasing and showing off their Super Bowl ads well before Sunday's event, held back giving viewers their first taste of the brand's two-minute long commercial in the third quarter of the game. The new TV spot, called “Born of Fire," showcases the all-new 2011 Chrysler 200 and reveals the brand’s new tagline, “Imported from Detroit.”

The commercial, which features singer Eminem driving the 200 through Detroit, is as much about the brand and the revamped mid-size sedan as it is about Detroit and the town "that’s been to hell and back.” Overall, we'd say the ad conveys an honest and somewhat emotional message to consumers about the 200 as well as Chrysler in general.

“Super Bowl advertising is about making a statement and capturing the attention of the audience,” said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC."‘Born of Fire’ is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots.”

“The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it's available right here,” Francois added.

As touching as the Chrysler's new TV spot may be, we can't help but wonder if the rumors about a Lancia-badged version of the 200 turn out to be true, how will the Italians advertise the car in Europe?

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Marchionne gets Nasty, Tells VW Boss Piech to go and Fix SEAT Instead of Eyeing Alfa Romeo

Speaking at the J.D. Power and Associates International Automotive Round-table in San Francisco, Fiat Group and Chrysler LLC CEO Sergio Marchionne bluntly reiterated that the Italians won’t sell Alfa Romeo to the Volkswagen Group, or anyone else for that matter.

“As long as I am CEO of Chrysler and Fiat, Mr. Piech will never have Alfa Romeo. It's hands-off. I told him. I will call him and I will email him”, Marchionne said.

According to Automotive News Europe, Marchionne also took a shot at VW, saying that the group's Chairman Ferdinand Piech should try to turn around Seat, its struggling Spanish brand, instead of eyeing Alfa.

“I'm not the one who bought Seat. He's the one who bought it. I don't know if he can [fix it], but he needs to try”, the Italian official commented.

We’ll remind you that selling Alfa Romeo has been a hot topic for the past year or so, but Fiat never confirmed the rumors, periodically stating that it prefers to revitalize the Milanese company. Prior to Marchionne’s latest remark, it was Fiat Chairman John Elkann who also said that Alfa is not for sale.

“We would not sell Alfa even if we were offered tons of money”, Elkann told reporters on the sidelines of last month’s Detroit Auto Show, adding that the brand will be relaunched in the U.S. in 2012.

By Csaba Daradics

Source: ANE (Sub. required)

Marchionne: Fiat and Chrysler Could Merge into a Single Entity in a Few Years

Speaking at the J.D. Power and Associates International Automotive Roundtable, Fiat and Chrysler CEO Sergio Marchionne today told reporters that the two companies could merge into a single entity based in the U.S. in the near future. Until then, Chrysler first has to refinance its government loans and launch an initial public stock offering, but Marchionne hopes that both will happen this year.

“Who knows? In the next two or three years, we could be looking at one entity. It could be based here”, said Marchionne. The companies are considering various “alternatives and scenarios. First we need to integrate them operationally and then look at governance”, he added.

Ever since the Fiat Group acquired a stake in Chrysler, in June 2009, the Italian company's main goal was to revamp the American brand’s portfolio. Models like the recently introduced 2011 Chrysler 200, 2011 Chrysler 300 and 2011 Chrysler Town & Country are just the tip of the iceberg, as the automaker wants to launch a total of sixteen all-new or revised models in 2011.

The automakers are also working on sharing an increasing number of platforms and technologies, which will help them to further expand their lineups. For example, early 2012 will mark the debut of a new Dodge compact sedan, built using Fiat underpinnings, with other models expected to follow afterwards.

Fiat currently owns 25 percent of Chrysler, a stake that could rise to 35% if a series of performance-related targets are achieved.

By Csaba Daradics

Source: Autonews

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2011 Chrysler 200 Convertible to get its First Public Outing at the Chicago Auto Show

The new 200 Convertible will make its motorshow premiere at the upcoming 2011 Chicago Auto Show, which runs for the public from February 11 to 20, Chrysler confirmed today. Essentially a re-packaged, re-designed and partially re-engineered version of the drop-top Sebring, the 200 Convertible will soon go on sale in the States with a starting price of $27,195, and a choice of two powerplants, a 173HP 2.4-liter four-pot and a new 283HP 3.6-liter V6, both matched to a six-speed automatic transmission.

“The coming out of the stylish new 200 Convertible at the Chicago Auto Show completes the brand transformation in conjunction with the largest consumer auto show in the country,” said Olivier Francois, CEO — Chrysler Brand, Chrysler Group LLC. “The 200 Convertible is the fourth new vehicle introduced in the last three months coming on the heels of the debuts of the new 2011 Chrysler 200 sedan and 2011 Town & Country minivan in Los Angeles and the introduction of the all-new flagship Chrysler 300 in Detroit. Starting in Chicago, the entire Chrysler product lineup is new for 2011.”

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Toyota Prius blossoms into...Chrysler 300 with Custom Makeover

From our 2011 Tokyo Auto Salon "Strange But True" files comes this custom creation of what appears to be a second generation (judging by the interior door panels) Toyota Prius hybrid wearing a...Chrysler 300 front end. The show car also features sliding rear doors, lowered suspension, larger five-spoke alloy wheels, Chrysler 300-style tail lights and a high-end audio-visual system that replaces the rear seats. More pictures after the break.

Photos: Phil Alex / Carscoop

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VIDEO: New Chrysler Ad Emphasizes the Importance of Style

In its latest commercial, Chrysler takes a trip down memory lane, showcasing some of its vintage models and wonders what ever happened to the glamour and style that these cars represented. And you guessed it; according to Chrysler, good 'ol American style is making a comeback on the firm's new models like the recently launched 300 sedan. Video available after the jump.

By Csaba Daradics

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Chrysler and EPA Working on Hydraulic Hybrid System for Passenger Cars [with Video]

Chrysler and the U.S. Environmental Protection Agency (EPA) today announced a new partnership to explore the possibility of adapting the EPA's hydraulic hybrid system for passenger cars and light-duty vehicles. Developed by the EPA, the hydraulic hybrid system is currently used in industrial applications, including large delivery trucks and refuse trucks, but Chrysler, keen on developing a new portfolio of hybrid vehicles, wants to adopt it for use on passenger vehicles.

“The EPA and Chrysler are working together to explore the possibilities for making this technology affordable and accessible to drivers everywhere," said EPA Administrator Lisa P. Jackson. "This partnership is further proof that we can preserve our climate, protect our health and strengthen our economy all at the same time”.

The focus will be on adapting the technology to a Chrysler Town & Country minivan powered by a 2.4-liter 4-cylinder gasoline engine. The hydraulic system includes a 117 cc engine pump, a 45 cc drive electric motor and 2-speed automatic transmission, with an additional 14.4-gallon high-pressure accumulator storing the fluid for the system.

Power is produced as the engine torque drives the hydraulic pump, which, in term, charges the accumulator up to 5,000 psi. The pressure energy is then directed through the axle hydraulic motor to the driven wheels. As long as there’s enough pressure, the thermal engine remains off, thus reducing fuel consumption.

“In this hydraulic hybrid project, the Chrysler Group and EPA will evaluate and, hopefully, validate fuel-efficiency gains and greenhouse gas reductions”, Marchionne said. “One of the aims of Chrysler Group’s integration efforts will be to meet driver expectations for smooth and quiet operation, so that Americans will want to buy and will enjoy driving vehicles with this technology”.

Chrysler and the EPA plan to have a running demonstration vehicle by 2012. The automaker also announced that it would introduce 150 Ram 1500 trucks with a plug-in hybrid system in the near future, as part of a project with the U. S. Department of Transportation.

The video below shows an industrial application of the hydraulic hybrid system.

By Csaba Daradics

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New Chrysler 300 and its Lancia Thema Counterpart to get Hybrid Variant in 2013

On the sidelines of the 2011 Detroit Auto Show, Fiat Group CEO Sergio Marchionne confirmed that hybrids will make a comeback to Chrysler’s line-up, with one such model being a gasoline-electric version of the Chrysler 300 sedan. “We will offer a hybrid variant of the 300 equipped with an eight-speed automatic in 2013”, Marchionne said last week.

Besides the new Chrysler 300, Lancia's re-badged version of the car called Thema, which will debut at the forthcoming Geneva Salon alongside three more models, will also get the eco-friendly technology. However, it remains to be seen if the Thema hybrid will make its world premiere in Geneva or if Lancia will reveal it at another show.

According to a report from Automotive News Europe, the hybrid system is expected to share several components including the control software with a similar project that is currently being developed by Maserati for the next generation Quattroporte sports sedan, while the 8-speed automatic gearbox will be sourced from German supplier ZF.

Since it emerged from bankruptcy in June 2009, Chrysler significantly scaled down an ambitious hybrid strategy conceived under previous owners DaimlerChrysler and Cerberus Capital Management, but it seems that this is about to change.

By Csaba Daradics

Source: AN & ANE [sub. req.]

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