(March 17, 2011) AUBURN HILLS, Mich. — The Chrysler brand has introduced the new "Imported from Detroit" merchandise today on the brand's website. The new collection features an array of products with the "Imported from Detroit" logo which represents the hardworking spirit captured and celebrated in the Chrysler brand's Super Bowl commercial, "Born of Fire."

The two-minute commercial resonated throughout the country. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group LLC.

"The objective of the 'Born of Fire' commercial was intended to generate a conversation about the Chrysler brand and the new 2011 Chrysler 200, we are humbled at the thought that the conversation continues and is generating a spark throughout the country," said Olivier Francois, president and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC.

"The Chrysler brand, the company and its employees have adopted the principle that failure is not an option — this merchandise reflects that spirit and attitude. The entire company is proud that we are manufacturing and producing products that embody beauty and quality such as the 2011 Chrysler 200."

In keeping with the spirit in which the logo was created, a portion of the proceeds from the sale of "Imported from Detroit" merchandise found on Chrysler.com will go to four Detroit-area charities.

Charities are as follows:

    • The Marshall Mathers Foundation
    • Boys & Girls Clubs of Southeastern Michigan
    • Habitat for Humanity Detroit
    • Think Detroit PAL

"We hope that by partnering with these charitable organizations people will be encouraged to wear their 'Imported from Detroit' merchandise proudly knowing that a portion of the proceeds will go to programs and initiatives that contribute to the fundamental development of the children of Detroit and the communities in which they reside," Francois said.