Chrysler has Eminem to thank for its latest win. The Detroit, Michigan rapper, who appeared in the campaign “Imported From Detroit,” helped Chrysler Group LLC post its first profitable quarter since it filed for bankruptcy two years ago.

Declaring “This is the Motor City and this is what we do” in the two-minute spot, Em is credited in helping boost the company’s profits with the advertisement, which debuted during the Super Bowl. Compared to last year’s $197 million net loss during the same time period, Chrysler posted a $116 million profit this quarter, increasing its net revenues 35 percent to $13.1 million.

“It clearly had a fairly big impact also on market levels with (the) Eminem Super Bowl ad being extremely well-viewed on YouTube,” said Chrysler CFO Richard Palmer. “And introducing the tag line ‘Imported from Detroit.’”



The clip now claims 10.5 million hits on YouTube, averaging out to 1,000 cars sold for every 1 million views. “I think it’s fair to say that we are certainly – internally – very pleased with the results Chrysler has been able to achieve in the first quarter of this year,” said Chrysler CEO Sergio Marchionne.

The upcoming Chrysler 300 campaign will feature Dr. Dre, Detroit Lions’ Ndamakong Suh and designer John Varvatos.

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