VIDEO: Chrysler's "Born of Fire" Super Bowl Ad Starring the New 200, Eminem and the City of Detroit

Chrysler, unlike other automakers that were teasing and showing off their Super Bowl ads well before Sunday's event, held back giving viewers their first taste of the brand's two-minute long commercial in the third quarter of the game. The new TV spot, called “Born of Fire," showcases the all-new 2011 Chrysler 200 and reveals the brand’s new tagline, “Imported from Detroit.”

The commercial, which features singer Eminem driving the 200 through Detroit, is as much about the brand and the revamped mid-size sedan as it is about Detroit and the town "that’s been to hell and back.” Overall, we'd say the ad conveys an honest and somewhat emotional message to consumers about the 200 as well as Chrysler in general.

“Super Bowl advertising is about making a statement and capturing the attention of the audience,” said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC."‘Born of Fire’ is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots.”

“The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it's available right here,” Francois added.

As touching as the Chrysler's new TV spot may be, we can't help but wonder if the rumors about a Lancia-badged version of the 200 turn out to be true, how will the Italians advertise the car in Europe?

READ MORE - VIDEO: Chrysler's "Born of Fire" Super Bowl Ad Starring the New 200, Eminem and the City of Detroit

VIDEO: New Chrysler Ad Emphasizes the Importance of Style

In its latest commercial, Chrysler takes a trip down memory lane, showcasing some of its vintage models and wonders what ever happened to the glamour and style that these cars represented. And you guessed it; according to Chrysler, good 'ol American style is making a comeback on the firm's new models like the recently launched 300 sedan. Video available after the jump.

READ MORE - VIDEO: New Chrysler Ad Emphasizes the Importance of Style

Chrysler and EPA Working on Hydraulic Hybrid System for Passenger Cars [with Video]

Chrysler and the U.S. Environmental Protection Agency (EPA) today announced a new partnership to explore the possibility of adapting the EPA's hydraulic hybrid system for passenger cars and light-duty vehicles. Developed by the EPA, the hydraulic hybrid system is currently used in industrial applications, including large delivery trucks and refuse trucks, but Chrysler, keen on developing a new portfolio of hybrid vehicles, wants to adopt it for use on passenger vehicles.

“The EPA and Chrysler are working together to explore the possibilities for making this technology affordable and accessible to drivers everywhere," said EPA Administrator Lisa P. Jackson. "This partnership is further proof that we can preserve our climate, protect our health and strengthen our economy all at the same time”.

The focus will be on adapting the technology to a Chrysler Town & Country minivan powered by a 2.4-liter 4-cylinder gasoline engine. The hydraulic system includes a 117 cc engine pump, a 45 cc drive electric motor and 2-speed automatic transmission, with an additional 14.4-gallon high-pressure accumulator storing the fluid for the system.

Power is produced as the engine torque drives the hydraulic pump, which, in term, charges the accumulator up to 5,000 psi. The pressure energy is then directed through the axle hydraulic motor to the driven wheels. As long as there’s enough pressure, the thermal engine remains off, thus reducing fuel consumption.

“In this hydraulic hybrid project, the Chrysler Group and EPA will evaluate and, hopefully, validate fuel-efficiency gains and greenhouse gas reductions”, Marchionne said. “One of the aims of Chrysler Group’s integration efforts will be to meet driver expectations for smooth and quiet operation, so that Americans will want to buy and will enjoy driving vehicles with this technology”.

Chrysler and the EPA plan to have a running demonstration vehicle by 2012. The automaker also announced that it would introduce 150 Ram 1500 trucks with a plug-in hybrid system in the near future, as part of a project with the U. S. Department of Transportation.

The video below shows an industrial application of the hydraulic hybrid system.

READ MORE - Chrysler and EPA Working on Hydraulic Hybrid System for Passenger Cars [with Video]

New Chrysler 300 gets its Public Debut at NAIAS 2011 [with Video]

To say the new 300 sedan is an important model for the future of the Chrysler Group is an understatement. This was more than evident at the firm's press conference at the Detroit motor show today, segments of which you can watch in the video after the jump.

The overhauled for the 2011 model year full-size sedan boasts new sheetmetal as well as a significantly improved interior and a modern 3.6-liter V6 engine with 292HP that joins the 363HP-strong 5.7-liter V8 Hemi. Last week, Chrysler announced pricing information for the 300, which starts at $27,995 for the entry-level V6 model and tops out at $41,145 for the V8 version with AWD (click here for more details).

“The all-new 2011 Chrysler 300 is an icon of American ingenuity and symbolizes the greatness Detroit-designed vehicles offer the streets, highways and boulevards of the world,” said Olivier Francois, President and CEO — Chrysler Brand, Chrysler Group LLC.

“From its premium materials, state-of-the-art connectivity features, new chassis architecture and best-in-class power, the all-new Chrysler 300 embodies the brand’s new attitude in every detail. And to ensure our all-new Chrysler flagship delivers more than unmistakably bold and powerful American style to our customers, the Chrysler 300 team benchmarked the craftsmanship, technology and refinement of the segment’s best sedans to deliver a new world-class quality and performance symbol at an attainable price.”

READ MORE - New Chrysler 300 gets its Public Debut at NAIAS 2011 [with Video]