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Chrysler has decided to celebrate the Dodge Ram winning the Motor Trend Truck of the Year award by barring employees at its Auburn Hills headquarters from seeing the sun for 120 days. The company has turned its HQ into one big billboard with a 14-story building wrap. The 140-foot tall, 120-foot wide graphic features a massive 2010 Dodge Ram Heavy Duty atop a pile of rocks.
The company says the wrap is part of a nationwide campaign to get the word out about the Ram's win, and that around 200,000 people will see the display every day as they travel along I-75. The install took a total of three days, and Chrysler says that the truck featured in the wrap is a 100 feet long and 41 feet tall. No word on whether or not those specs will line up with what we can expect from the 2015 pickup. Hit the jump for a look at the press release.

[Source: Chrysler]

Show full PR text
Chrysler Group LLC Wraps Headquarters in Honor of 2010 Ram Heavy Duty Winning
Motor Trend's 'Truck of the Year' Award


Auburn Hills, Mich., Apr 7, 2010 -

The Ram Truck Brand today unveiled a 140-foot tall and 120-foot wide building wrap on the tower of the Chrysler Group LLC headquarters. The building wrap pays tribute to the 2010 Ram Heavy Duty Motor Trend "Truck of the Year" win.

"We are proud of the numerous awards given to the 2010 Ram Heavy Duty, especially the Motor Trend 'Truck of the Year' award," said Fred Diaz, President and CEO of the Ram Truck Brand. "The purpose of the wrap is to share our pride in the Ram Heavy Duty as well as the Ram 1500 with our employees that work hard each day to support this company as well as the communities that surround Chrysler Group. This display will be seen by approximately 200,000 drivers and passengers along the Interstate-75 in Auburn Hills, Mich. each day."

The building wrap is part of an overall marketing campaign for the Ram Heavy Duty that was recently launched nationwide.

Building Wrap Facts

* The Ram Truck featured in the building wrap is approximately 100 feet long and 41 feet tall
o It's headlamps are 18 feet wide and 9 feet tall
o It's tires are 16 feet wide and 17 feet tall
o It's windshield is 28 feet wide and 9 feet tall
o The front grille is 27 feet wide and 12 feet tall
* The building wrap covers 14 stories of the Headquarters' tower
* It took three days to place the wrap on the tower
* The building wrap could stay on the tower up to 120 days.

About the Ram Truck Brand

With a work-hard, play-hard attitude, the Ram Truck brand offers the boldest, most powerful and capable pickup truck lineup on the planet.

The Ram Truck brand will add to its award-winning truck lineup with the introduction of the all-new 2010 Ram 2500 and 3500 Heavy Duty trucks, Motor Trend's Truck of the Year. The new heavy-duty trucks provide customers with first-time innovations and features along with new standards of strength, utility and driveability, building on the Ram's leadership in the heavy-duty pickup segment.

Introduced in 2008, the Ram 1500 is a game changer in terms of its ability to "outsmart" and "out-tough" the competition with its bold exterior design, crafted and refined interior, engineering excellence, superb innovation and best-in-class features and amenities. The Ram 1500 also ranks at the top of Strategic Vision Inc.'s (SVI) 2009 Total Quality Index™ (TQI) in the full-size truck segment. According to the survey, the Ram 1500 leads the way with the highest Total Quality score of any truck in the 15-year history of the study. Customers specifically noted that the Ram has the best added storage capability along with the best truck interior ever rated by customers.

The Ram Truck brand will further enhance its commercial vehicle presence with the introduction of a "new crew" of commercial-grade work trucks: the new 2011 Ram 3500, 4500 and 5500 Chassis Cabs. Led by an all-new crew cab, the new 2011 Ram Chassis Cabs are built on a proven frame and chassis, and engineered for maximum uptime, optimum performance and enhanced commercial capability.


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  • 32 Comments
      • 4 Years Ago
      CHRYSLER Group in USA: sales jan 2007 - mar 2010: http://www.carsitaly.net/fiat-car-sales_unitedstates.htm
      • 4 Years Ago
      Now if only they could get the DaimlerChrysler signage pulled off the Canadian head office - http://www.autonorth.ca/home/2010/1/19/hey-fiat-give-chrysler-canada-some-money-to-update-their-hq.html
      • 4 Years Ago
      Nice gimmick.
      • 4 Years Ago
      @Greg Aryous...you're seeing this on one of those "web social media sites" aren't you?
      • 4 Years Ago
      I wish Ford could do something similar with the glass house. They have great new products that could bust out the windows. You guys can say what you want but these still are cool to drive buy. In the past Ford has decorated the side of the building.
      • 4 Years Ago
      Did you folks really think Zach thought the windows were blacked out? Can we give him no credit for tongue in cheek writing? BTW, Zach belated congrats on joining the Autoblog staff. Glad to see a former http://www.internetcarandtruckoftheyear.com juror doing so well!
      • 4 Years Ago
      Uhm to me this "thing" seems a bit unhappy..
      • 4 Years Ago
      Chrysler is in the black. They have not touched the cash it borrowed from the US goverment, unlike the banks that were given tons of cash to hand out to top excs for there great work and throwing big partys burning threw the cash as fast as vere given it.
      Colin
      • 4 Years Ago
      While it is debatable if this is a good use of money, they should be pushing ram as it is one of their best products they have (along with Challenger and Charger) As another reader pointed out they do rock Canada with Minivans and they also sell a crap load to fleets (not just rental about 15% of the cop cars in CT are now Dodge Chargers) I noticed someone picked on the K car and PT. Both of these cars actually made the company a ton of money K cars were the best selling FWD cars of their time, and the PT cruiser created huge market buzz and kicked off the whole retro car design thing and there is a reason it won't die they still sell the thing at a profit.
      • 4 Years Ago
      The wrap is dotted, so you can see through it... usually
      • 4 Years Ago
      Well it is better advertising than that still photo montage they first did to say that Ram is its own brand.

      Though I am curious to see a national survey to see how many people now actually know that its no longer Dodge Ram but just Ram now. And while they are asking that question toss in "Does a certain car/truck winning a award such as car/truck of the year sway your purchase?".
      • 4 Years Ago
      For those who're saying it's a waste of our tax dollars: it generated a (few) job(s) with a local supplier of said graphics, generated some tax revenue for the local government, and generated some readership on this otherwise non-existent article which itself generates ad revenue for the few of you who graciously click on some ads. It's a heck of a lot better use of our tax dollars than electrocuting our soldier in Iraq or bribing some tribal chief in Afghanistan!
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