The incidents that took place after the excitement that Chrysler generated with its "Imported from Detroit" Super Bowl commercial are unfortunate. Last week, auto reviewer Scott Burgess resigned from the Detroit News after his article criticizing the Chrysler 200 (which was featured in the Super Bowl commercial) was watered down in the online version after a complaint from a Chrysler dealer was received.
Among the things he said include: "Regrettably, the 200 is still a dog." Another one: "No number of LEDs can hide a profile that looks like a loggerhead turtle." Web site Jalopnik said that a business editor said that changes were made "to address the journalism of the piece, not the angst of a car dealer." Same guys from Jalopnik reported today that Burgess took his job back as auto critic at "The Detroit News".
However, the publication later admitted that it made a mistake. A Chrysler spokesman said that it won’t be proper to comment on the “personal decision” that Burgess made. He also said that Chrysler will also not comment on the actions taken by "independent businesspeople" who complain when their products get trashed.
Another issue that brought Chrysler back to the news was when it filed a lawsuit against owners of three small stores that sell Detroit-branded merchandise. Chrysler asserts that these T-shirts that say "Imported from Detroit" rip off a trademarked slogan.
Earlier this month, Chrysler dropped New Media Strategies, which handled its social media account. Last March 9, a New Media employee forgot that he was using the company’s account when he dropped an expletive on Twitter in describing Detroit’s drivers. This employee was fired but this wasn’t enough to appease Chrysler and so the account was also dropped.