Chrysler backs Detroit

Born of fire', pentastar brand is supporting Detroit charities that are going through their own ordeals

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A gospel cover of Eminem's iconic song 'Lose Yourself' is spearheading a charity project supported by Chrysler in the USA.

The song, originally part of the soundtrack for the film '8 Mile' — and almost certainly Eminem's best known work — can be viewed on YouTube. It's performed by the choir 'Selected of God' with the permission of Eminem's publisher, Eight Mile Style LLC and the video clip features many Detroit landmarks.

All proceeds from sales of the song through iTunes will go to three Detroit charities: Abayomi Community Development Corporation, The Yuinon and the Robert S. Shumake Foundation. The song has already been seen in Chrysler's 'Born of Fire' TV commercial, which was first aired during the Super Bowl. Both the song itself and the charities are a good fit for the Chrysler brand, the company having gone through the mill in recent years.

“The Chrysler brand is firm in its commitment to the City of Detroit and we would like to continue to extend the generosity and goodwill generated from the Imported from Detroit campaign launched during this year’s Super Bowl,” said Olivier Francois – Chrysler Brand President and CEO and Lead Executive for Marketing, Chrysler Group LLC. “This new rendition of Lose Yourself is very moving, it is meant to inspire the listener from within and it perfectly captures the emotion felt in the Born of Fire commercial.”

"Eight Mile Style is honored to be part of this project that gives back to the City of Detroit,” said Jeff Bass, Principal of Eight Mile Style LLC. “By using the ‘Selected of God’ choir as its ambassadors, the ‘Imported from Detroit’ movement now has more meaning than ever – never give up, always give back."

The charitable project has been initiated at a time that Chrysler, once a basket case all its own, is enjoying retail sales for July that are 33 per cent up on the stats for the same month last year. July has been the 16th consecutive month of sales growth, according to the company. Most of the sales growth has come from the Jeep brand, with the Wrangler notching up an all-time sales record last month.

The offroad brand has seen its July sales soar 46 per cent, year on year, with the Wrangler alone selling 14,355 units last month and sales of the new Compass leaping 240 per cent over its predecessor's July 2010 effort. New to the market, the Chrysler 200 sedan (pictured), sold at a rate 111 per cent above the sales rate for its predecessor, the Sebring in July last year. Total sales for the Chrysler Group during July 2011 topped 112,026 — 20 per cent better than the 93,313 for July last year.

“In a market that remains tougher than a cheap steak, we were able to produce our highest retail sales in more than three years,” said Reid Bigland, President and CEO – Dodge Brand and Head of U.S. Sales. “I think that statistic is the ultimate testament to the progress we have made with our product in the areas of fuel economy, quality and design.”

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