Three years ago, Chrysler launched a Superbowl ad titled “Imported From Detroit,” emphasizing the obvious parallels between the carmaker and the city.
While most Superbowl ads feature animals and hijinks, this one was almost inspiring, even if the car it was meant to sell–the 2011 Chrysler 200–was pretty terrible.
For a moment, it seemed like corporate America could sympathize with the rest of America, instead of just finding ways to avoid paying taxes.
However, in the car industry, things change quickly.
Chrysler has established a modicum of stability thanks to its merger with Fiat, revamping its lineup and even producing daring new models like the Dodge Dart and Jeep Cherokee.
Earlier this week, Chrysler unveiled the 2015 200 at the North American International Auto Show in–you guessed it–Detroit.
From Eminem’s purposeful stare in that 2011 ad, you’d think this would be a fulfilling moment, a sign that a city and a car company are climbing out of the pit of doom, together.
In reality, it was just another car unveiling. Journalists were impressed by the new 200’s sleek European styling and high-tech powertrain, but it’s a car divorced from its surroundings.
I wouldn’t want to take a drive through Detroit in the 2015 Chrysler 200. I’d be afraid of getting car-jacked.
Of course, the solidarity depicted in Chrysler’s 2011 Superbowl ad was just an illusion; all advertisement is illusion. Still, it’s not easy to watch corporate fortunes rebound faster than civic fortunes.
Chrysler still has a long way to go to secure its future, but only its investors will be unhappy if progress doesn’t continue.
Corporations can (and do) fluctuate. Cities can’t afford to.