Chrysler launches new campaign for 300 Motown Edition

December 20, 2012 12:00 AM

Throughout its history, Detroit was known as a hotbed for the auto industry and Motown music. Now, Chrysler is merging the two with its 2013 300 Motown Edition, which was created in honor of the new Broadway play "Motown: The Musical," which was created by music legend Berry Gordy.

The 60-second commercial, titled "Who We Are," highlights the connection between Detroit, Chrysler and Motown while also tracing roots of Gordy's career as he drives around the city in a Chrysler 300 Motown Edition.

"Berry Gordy is a true inspiration and has paved the way to signify the sound and the drive that reflects the spirit of Detroit and the people who live in it," said Olivier Francois, Chrysler's chief marketing officer. "It is a privilege to have such a legendary icon partner with the Chrysler brand and the 300 Motown Edition."

The special edition car began as a standard Chrysler 300 before going through several rounds of auto repair to add features like exterior chrome trim and accents, Motown badges emblazoned on panels and four special colors to choose from, according to Automobile Magazine. Drivers are welcome to blast their favorite tunes through the Beats Audio system, which boasts 10 speakers, subwoofers and 100 popular Motown songs already included. 

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