Yet again Chrysler turns its headquarters building into one of the largest billboards in the world
Taking a trip up Interstate 75
Driving north from Detroit on I-75, it’s difficult to avoid the sight of Chrysler’s World Headquarters building. Although a scant 15 stories tall, it towers above everything else in its suburban setting just off the freeway’s Chrysler Drive exit (number 78).
Taking advantage of this situation, the manufacturer has, from time to time, turned its headquarters tower, capped by its signature pentastar marquee, into one of the world’s largest billboards.
Although no official history seems to exist regarding the wrapping of the tallest building on Chrysler’s technology center campus, the tradition may very well have been inaugurated in April of 2000, when the company heralded the launch of its PT Cruiser.
Bud Liebler, marketing chief of what was then DaimlerChrysler stated at the time that, “Wrapping a high-rise building is an ambitious and out of the ordinary concept that matches the innovation of the PT Cruiser as ‘Cruisermania’ continues to accelerate.”
All that matters is what’s ahead
Although not nearly as “out of the ordinary” as it was back in 2000, Chrysler continues the tradition of “headquarters wrapping” with its latest high rise-cum-billboard that pictures the 2013 Dodge Dart.
Prominently displayed in the background and reflected on the Dart’s hood is an image of the American Flag “signifying the vehicle’s production at Chrysler Group’s Belvidere, Illinois assembly plant, and the three world-class powertrains from Dundee, Michigan.”
According to Chrysler, “The wrap will be seen by approximately 200,000 drivers and passengers along Interstate 75 in Auburn Hills, Mich., each day.”
Entitled “All that matters is what’s ahead,” (from the company’s “It’s Halftime in America” Super Bowl spot) there are a number of interesting facts surrounding the latest display that have been conveniently supplied by signore Marchionne’s company:
• The building wrap covers 13.5 floors of the 15-floor Headquarters tower
• The entire Dodge Dart is 116 feet wide and 145 feet tall
• The Dodge Dart image is 85 feet wide and 70 feet tall
• American flat is 116 feet wide and 6 feet tall
• Dart logo is approximately 70 feet wide and 11 feet tall
• Dodge brand logo on the vehicle is approximately 9 feet wide and 2 feet tall
• Tagline is 10 feet wide and 6 feet tall
• Grille is 50 feet wide and 7 feet tall
• Headlights are 10 feet wide and 12 feet tall
• Hood is 60 feet wide and 23 feet tall
• Windshield is 60 feet wide and 117 feet tall
• The side-view mirrors are approximately 11 feet wide and 7 feet tall
