Chrysler partners with Dr. Dre for new audio system
Saturday, 23 April 2011
Chrysler once again sought to highlight its all-American roots at this week's New York International Auto Show, announcing a partnership with US rapper Dr. Dre.
Hot on the heels of the brand's Super Bowl advert featuring Dre's protégé Eminem, Chrysler announced April 20 that it will partner with premium audio brand Beats by Dr. Dre to offer an in-car music system which will "set the bar for the way music should be heard in cars."
The new system will be placed in the new Chrysler 300S, a version of Chrysler's 300 sedan which has been revamped to appeal to younger drivers and was also announced April 20 at the New York show.
The 300S includes 20-inch polished-face aluminium wheels, a tuned chassis designed to feel more maneuverable and heavier "on-center," and black-accented fascia additions to give it a "low-key street presence."
The music system was designed in a collaboration between Beats by Dr. Dre and Chrysler, resulting in a "professional-grade" 10-speaker sound system.
Jimmy Iovine, chairman of Interscope Geffen-A&M Records and co-founder of Beats by Dr. Dre said that the model "will let drivers hear music the way the artists intended, replicating the feel and the sound that artists and producers work so hard to achieve.”
Chrysler has been keen to identify itself with the urban scene, teaming up with Eminem for its unconventionally-honest "imported from Detroit" Super Bowl ad in a bid to move past its 2009 bankruptcy and subsequent purchase by Fiat, painting itself instead as an American brand on the rise out of Detroit.
Now, its ads will also feature Dr. Dre and National Football League star Ndamukong Suh as it continues to highlight its "all-American" Motor City credentials - dedication, perseverance and hope.