A New Look For Chrysler's Headquarters

Chrysler's taking its "Imported from Detroit" tagline to new heights, using it to wrap the building's Auburn Hills headquarters.

"The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, its available right here," said Olivier Francois, President and CEO, Chrysler Brand, Chrysler Group LLC.

The tagline made its first appearance in Chrysler's two minute Super Bowl commercial, which has now gone viral on the Internet, with millions of youtube views. Chrysler is already selling t-shirts with the "Imported From Detroit" logo on them.

The building wrap, Chrysler says, is part of the overall Chrysler brand campaign, which uses "Imported from Detroit" as its tagline.

Chrysler has wrapped its building to promote products before. The company giving out a number of specific details about this wrap.

• The Chrysler 200 featured in the building wrap is 116 feet wide by 145 feet tall
• Its grille is 51 feet wide
• The badge on the Chrysler 200 grille is 31 feet in length
• Headlight is 32 feet long
• Its hood measures 44 feet in length and 85 feet in width
• Its windshield is 66 feet wide and 20 feet long
• The side-view mirrors are each 9 feet wide and 7 feet long
• The Chrysler brand logo is 98 feet wide
• The building wrap covers 14 stories of the Headquarters' tower
• It took three days to place the wrap on the tower

Chrysler has been in the process of revamping most of its lineup, introducing 16 new or updated products in recent months. That includes the Chrysler 200 mid-size car, which has been a large part of the company's advertising focus, as it launches the "Imported From Detroit" campaign.