• Mar 22, 2011
Chrysler has reportedly brought the hammer down on a group of Ohio Jeep dealers who cooked up their own version of the company's "Imported from Detroit" slogan for the brand's 70th anniversary. According to the Toledo Blade, Jeep dealers in the Buckeye State are being told the riff will weaken the impact of Chrysler's most popular ad slogan in decades.
Chrysler has also made known that it is also not okay with word of a Wrangler with the slogan emblazoned on its doors driving on to the ice at Toledo Walleyes minor league hockey games. The slogan reportedly originated from Monroe Dodge Superstore in Monroe, Michigan (a short drive from Toledo), when owner Ralph Mahalak Jr., had 600 of the shirts printed up as part of a celebration to introduce Chrysler's 16 new or redesigned 2011 models.

The shirts were selling for $19.41 a piece as a tribute to Jeep's birth year, and were emblazoned with the "imported from Toledo" slogan and "Jeep 70th Anniversary." To stave off a trademark battle, Mahalak has apparently agreed to give the shirts away to anyone who test drives a Jeep, and then kill the slogan.

[Source: Toledo Blade via Jalopnik]


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  • 24 Comments
      • 3 Years Ago
      So I guess if Malcolm Bricklin starts importing X1/9s again and uses the tagline "It's a POS rebadged Fiat," he's gonna get sued?
      • 3 Years Ago
      "...the riff will weaken the impact of Chrysler's most popular ad slogan in decades."

      Who says "Imported from Detroit" is a popular ad slogan? They've spent a log money on it, but it's been panned by a lot of people as being silly. Furthermore, until we see a real uptick in Chrysler sales, the effectiveness of the slogan is questionable. Advertising is the easy part, building a line of cars & trucks that people actually want to buy? Not so much...ask Joe Isuzu (or VW).

      "Imported from Detroit." How is that helping out w/the poor redesign of the 200? How is that helping out w/the perception of the 300 as "ghetto chic"? How is that helping out with the sorry state of affairs that is their A/B/C segment vehicles?

      Where's the beef, Chrysler?
        • 3 Years Ago
        Well, I don't know where you got your demographics report from, but I challenge you to support it. Everybody seems to be talking about it. Nobody is talking about VWs Vader ad. That tells me the ad was pretty effective at leaving an impression in people's minds. You people will just come up with rationalization after rationalization. Anything to deny that Chrysler managed to have a small but quite notable success. Pathetic.

        "To me, that "imported from Detroit" sounds like Detroit is some third world country."

        You get it and you still don't get it..... frickin' brilliant. *rolleyes*
        • 3 Years Ago
        Come up with that all on your own or did you consult the Idiot's Guide To Cheap And Useless Insults?
        • 3 Years Ago
        I am not a Chrysler fanboy. I have never owned a Chrysler product. You attacked the ad. I've demonstrated to you that YouTube voters love it. THE AD not the car. I doubt the car is half as bad as some would like to believe and a doubt that half of the haters have so much as SAT in one much less driven it. The one who is irrational here is you, because you refuse to address the issue which YOU brought up and I corrected. People love the ad. Period. Whether or not the car is lovable is irrelevant to this discussion. It's about the ad and Chrysler's intellectual property beholden to it.
        • 3 Years Ago
        Considering majority of Youtube voters would be under the driving age, the award doesn't mean much. Maybe they like M&M.
        To me, that "imported from Detroit" sounds like Detroit is some third world country.
        Reminds me of Kentucky Fried Movie where thugs ask "Boss should we kill them?"
        And boss replies "No! Send them to Detroit!"
        And the two who were caught scream "No not Detroit!"
        • 3 Years Ago
        Own up: You have jiggity Neon, right?

        Also, stay cool...nobody here is a "hater" (hater = LOL, ca. 1996).

        BTW: The #1 video of all time on YouTube is a freakin' Justin Bieber video. Alas, I could give a rat's a$$ what YouTube voters think of a Chrysler advertisement. But if that's what's important to you (e.g., what YouTube viewers think), then I say you should give a big middle finger to the "haters" and trade that Neon in on a 200. Put some 20" Discount Tire rims on there, drop it three inches, throw a "Roxy" sticker in the rear window and you will be stylin' dope fresh!
        • 3 Years Ago
        Well, if you knew anything, you would know that the Chrysler 200 sales drastically improved over the Sebring.
        • 3 Years Ago
        Meh, they won an award. Whoopie-d-effin'-do! If you think that will bring fresh faces into dealerships...and that they'll in turn buy the re-steamed turd that is the 200...then you're just being an irrational fanboy.

        Chrysler's major problem is that they're not building desirable vehicles in the model segments that will sustain long-term profitability. Redesigned RAM truck? Still a distant third in sales. Refreshed GCV (which was just restyled recently)? Value leader in a shrinking segment. Appealing A/B/C segment vehicles? Most Americans can't identify a Chrysler vehicle which falls into those categories. A realistic option targeting bread-&-butter sedans like the Fusion, Sonata, Optima, Camry & Accord? Yeah...the before-mentioned re-steamed turd!

        Come on. Again: Joe Isuzu was good ad copy. Isuzu vehicles? Not so much. But hey, this is America! If you want to buy a low-volume, odd-ball vehicle from an odd-ball company (albeit, one w/great ads!), go for it: It's your money (and your devastating depreciation), not mine.
      • 3 Years Ago
      Hmm pretty soon people will think of Chrysler as the kid who gets upset for people using his ball, or in this case having the same toy.

      "What's that, Chrysler? You mean the company that kept getting in skirmishes over its slogan?"
      • 3 Years Ago
      A small clarification for the article: Monroe Dodge is...surprise...in Monroe, MI, not Toledo, OH.
      • 3 Years Ago
      Companies need to protect their trademarks and Chrysler has "Imported from Detroit" trademarked for all sorts of things including clothing. This play on the "Imported from..." slogan was simply too similar.

      Unfortunately if companies don't step up against these sorts of things they risk losing their trademark and, of course, diluting the effectiveness of the slogan.
      • 3 Years Ago
      I think Chrysler's lawyers just have Seasonal Affective Disorder. Remember around the same time last year when they got all pissy with this one...

      http://www.autoblog.com/2010/02/20/chrysler-legal-turns-into-school-bully-over-use-of-ram-logo/

      Maybe the defendants can settle these cases by just buying Chrysler some sun lamps and a vacation.
      • 3 Years Ago
      Chrysler..."Imported from Detroit".... unless in cases where it's made in Canada... or Mexico.
        • 3 Years Ago
        Jeep, Imported from Turin, Italy.
      • 3 Years Ago
      Monroe Dodge is in Monroe MI not Toledo Ohio.

      it is about 15-20 mins from Toledo.

      • 3 Years Ago
      Good job Chrysler. Sue anyone and everyone with a vested interest in your success. You can clutch that slogan while you go down in bankruptcy flames.
      • 3 Years Ago
      PA, I used to live down the road from that school... My brother went to High School there and when I was in Grad School I did my teaching internship there. I agree with Chrysler trying to defend it's brand. They could have handled it much better then they did. The school had to spend thousands of dollars to resurface the gymnasium floor and change all of the sporting equipment and do some other painting and such.

      Chrysler ended up looking they were trying to bully a bunch of High School students. They should have done some sort of partnership with the school so that every time they somebody thought of the Lake Mary Rams, they would have thought positively about Chrysler. They should have made a deal like put up a billboard by the football stadium and as long as it's up have a few Chrysler branded convertibles used during the Homecoming parade. Would have saved everybody a lot of trouble and Chrysler a lot of headaches.
      • 3 Years Ago
      Chrysler can pressure a dealer, but they don't own the phrase "Imported From Toledo", and they don't own the image of the WWII era Willys MB military truck.

      http://www.cafepress.com/importedfromtoledo
      • 3 Years Ago
      To a extend I understand the reasoning. Chrysler just introduced the new slogan and is trying to have everyone take it seriously. Having a Jeep dealer which is under its own umbrella do a tongue in cheek slogan of Chrysler's new slogan is somewhat hurtful.

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