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Chrysler to air major ad featuring Eminem during Super Bowl

by Bill Cawthon on

Chrysler Group will air a two-minute spot in the third quarter of the Super Bowl that will air this Sunday. Company CEO Sergio Marchionne made the announcement this morning in a J.D. Power-sponsored forum in San Francisco.

Marchionne declined to discuss the specifics of the ad other than to say it’s worth watching. An unnamed source told the Detroit News the ad will feature Eminem’s hip hop hit “Lose Yourself.” The 120-second spot is part of Chrysler strategy to give its image a makeover. It will be posted on the company’s website after the initial airing.

Chrysler also will spend an estimated $360 million over the next four years to support its dealer network Marchionne told forum attendees. The meeting was taking place in advance of the National Automobile Dealers Association’s three-day convention.

Marchionne also touched on Chrysler finances during the discussion, saying, “I am paying shyster rates” of more than $1 billion in interest on the government loans that helped the automaker survive bankruptcy. Marchionne also said the company had no choice but to take the loans so it has no choice but to pay them off. Marchionne said he is hopeful that it will be possible to put together a financial package that allows Chrysler to refinance its obligations at a lower rate.

The Chrysler CEO reiterated his opinion that the U.S. market will grow to about 12.7 million cars and trucks this year despite the fact others are predicting better results.

“I think we should distribute humility pills,” Marchionne said. “So that we all remember to keep our heads down and keep working.”

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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