VIDEO: Chrysler's "Born of Fire" Super Bowl Ad Starring the New 200, Eminem and the City of Detroit

Chrysler, unlike other automakers that were teasing and showing off their Super Bowl ads well before Sunday's event, held back giving viewers their first taste of the brand's two-minute long commercial in the third quarter of the game. The new TV spot, called “Born of Fire," showcases the all-new 2011 Chrysler 200 and reveals the brand’s new tagline, “Imported from Detroit.”

The commercial, which features singer Eminem driving the 200 through Detroit, is as much about the brand and the revamped mid-size sedan as it is about Detroit and the town "that’s been to hell and back.” Overall, we'd say the ad conveys an honest and somewhat emotional message to consumers about the 200 as well as Chrysler in general.

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Marchionne gets Nasty, Tells VW Boss Piech to go and Fix SEAT Instead of Eyeing Alfa Romeo

Speaking at the J.D. Power and Associates International Automotive Round-table in San Francisco, Fiat Group and Chrysler LLC CEO Sergio Marchionne bluntly reiterated that the Italians won’t sell Alfa Romeo to the Volkswagen Group, or anyone else for that matter.

“As long as I am CEO of Chrysler and Fiat, Mr. Piech will never have Alfa Romeo. It's hands-off. I told him. I will call him and I will email him”, Marchionne said.

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Marchionne: Fiat and Chrysler Could Merge into a Single Entity in a Few Years

Speaking at the J.D. Power and Associates International Automotive Roundtable, Fiat and Chrysler CEO Sergio Marchionne today told reporters that the two companies could merge into a single entity based in the U.S. in the near future. Until then, Chrysler first has to refinance its government loans and launch an initial public stock offering, but Marchionne hopes that both will happen this year.

“Who knows? In the next two or three years, we could be looking at one entity. It could be based here”, said Marchionne. The companies are considering various “alternatives and scenarios. First we need to integrate them operationally and then look at governance”, he added.

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2011 Chrysler 200 Convertible to get its First Public Outing at the Chicago Auto Show

The new 200 Convertible will make its motorshow premiere at the upcoming 2011 Chicago Auto Show, which runs for the public from February 11 to 20, Chrysler confirmed today. Essentially a re-packaged, re-designed and partially re-engineered version of the drop-top Sebring, the 200 Convertible will soon go on sale in the States with a starting price of $27,195, and a choice of two powerplants, a 173HP 2.4-liter four-pot and a new 283HP 3.6-liter V6, both matched to a six-speed automatic transmission.

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