inciteful

what does this town know about luxury?

About the project

In 2016, the Big 3 were trying to recover their swagger. Coming off government bailouts and years of sub par product, The reputation was, if you want a good vehicle you need to look import, not domestic.

Who would take any new brand remodel seriously from Detroit? Let alone a luxury vehicle line?

IMPORTED FROM DETROIT

Debuted in the Super Bowl in 2016, and immediately took off. Detroit, long a icon of industrial decline and ‘ruin porn’, grabbed the message and made it there own. Turning the line into t-shirts and stickers almost immediately. For Chrysler, while they couldn’t hold the momentum operationally, Imported from Detroit did give them a platform to frame future releases and resulted in immediate increases in sales and consideration.