In 11 simple words, Eminem helped make Chrysler Group LLC history.
“This is the Motor City and this is what we do,” said the Detroit rapper in the Chrysler 200 commercial, which appeared during this year’s Super Bowl.
The 13-syllable statement, along with the riff from his Academy Award winning track “Lose Yourself,” were credited this morning for helping the Auburn Hills-based automaker post a $116 million profit for the first three months of the year, compared to a $197 million net loss the same time period in 2010.
It was the automaker’s first net quarterly profit since emerging from bankruptcy nearly two years ago.
“It clearly had a fairly big impact also on market levels with (the) Eminem Super Bowl ad being extremely well-viewed on YouTube,” said Richard Palmer, Chrysler chief financial officer during a teleconference and webcast today. “And introducing the tag line ‘Imported from Detroit.’ ”
The two-minute ad, which sparked a clothing line bearing its tagline, has 10.5 million hits on YouTube.
Chrysler reports 10,000 Chrysler 200s were sold in the first quarter of this year,
“I think it’s fair to say that we are certainly — internally — very pleased with the results Chrysler has been able to achieve in the first quarter of this year,” said Chrysler Chief Executive Officer Sergio Marchionne., during the teleconference.
Chrsyler continues to have big plans for more its ads.
In April, brand CEO Olivier Francois announced that Detroit Lions star Ndamakong Suh, hip hip icon Dr. Dre and fashion designer John Varvatos will star in an upcoming campaign for the Chrysler 300.
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