Chrysler and Pure Detroit enter mediation on March 27 over false ad suit

Article by Anita Panait, on March 22, 2012

Chrysler Group LLC and Pure Detroit both agreed to a March 27 mediation to try to resolve a year-old lawsuit over the latter’s use of the "Imported from Detroit" phrase, according to court records. Both parties have agreed to an unnamed mediator. The row between Chrysler and Pure Detroit started March 2011, when the carmaker sued the clothing company on its use of the phrase "Imported From Detroit." 

Chrysler first used the phrase to refer to its Chrysler 200 on a popular two-minute Super Bowl commercial entitled "Born of Fire" that featured Eminem. Chrysler even created Web site ifdstore.com to sell clothing and other products that carried the "Imported From Detroit" logo.

Pure Detroit, however, contended that Chrysler’s goods are not even made in Detroit. In June, Judge Arthur Tarnow of the U.S. District Court for the Eastern District of Michigan turned down Chrysler’s motion for a preliminary injunction to stop the sale of the shirts by Pure Detroit. Tarnow said the court would not hold a trial before August.

In February, Pure Detroit remarked that Chrysler's "Imported From Detroit" campaign amounts to false advertising since the featured vehicles are not built in the city, but are produced elsewhere.

The T-shirt firm asserts that Chrysler has made false claims about the roots of the Chrysler 200, Chrysler 300 and the Town & Country, saying that none of the three vehicles are produced in Detroit.

Chrysler is assembling the 200 in Sterling Heights and the 300 and Town & Country are rolled out at two sites in Ontario, Canada. U.S. Magistrate Judge Michael J. Hluchaniuk gave Chrysler and Pure Detroit until April 3 to report on whether the mediation was successful. [source: Detroit News]

Topics: chrysler

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