Fiat Chrysler Automobiles' CMO Sees Detroit Coming Back As A Great American City

At the 2016 North American International Auto Show earlier this week, Benzinga partner Robb Report’s Katrina Szish had the chance to chat with Olivier Francois, Chief Marketing Officer at Fiat Chrysler Automobiles NV FCAU, and president and CEO of the Fiat brand. In a wide-ranging conversation, the CMO went into brand identity and differentiation, the role of a “marketing guy” and the comeback of Detroit as a great American city.

FCA & Detroit

The FCA Group is based on Detroit so, at one point in the interview, Szish asked about the relation between the company and the renaissance of the city.

Francois framed his response in the story about the Chrysler 2011 Super Bowl commercial, which featured Eminem.

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“What was pretty obvious was that the city [Detroit] was exactly like us [Chrysler]. It had a spirit, it had vitality, it is resilient, it is courageous, it is brave, and it deserves to rebound.”

So, the CMO believes, Chrysler and Detroit were almost the same: “not liked, almost hated at the time. But with a wonderful, potential comeback story. So, we wanted to create the comeback story of Chrysler, but thinking, ‘hey, what about being part of the comeback of Detroit?’ because what is good for Detroit is going to be good for us and vice versa.”

Disclosure: Javier Hasse holds no positions in any of the securities mentioned above.