Once again FCA transforms its Auburn Hills, Michigan headquarters tower into one of the world's largest billboards.
Chrysler Pacifica building wrap
Driving north on Interstate 75 through Detroit's northern suburbs, one of the more prominent landmarks you'll view is Fiat Chrysler Automobile’s U.S. Headquarters tower – the tallest building on the automakers sprawling technology center campus in Auburn Hills. Although not much of a skyscraper at just fifteen stories, it nevertheless towers well above its surroundings in what is a very decidedly suburban setting just east of the interstate off the aptly-named Chrysler Drive exit.
Although no official history seems to exist regarding the tower's wrapping, the tradition may very well have had its' genesis in April of 2000 when what was then DaimlerChrysler AG heralded the launch of its PT Cruiser by installing a building wrap that depicted a much-larger-than-life example flying out of the building amid shattered glass.
At the time, marketing chief Bud Liebler noted 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."
But while "Cruisermania" is long gone, the practice of wrapping FCA's headquarters has picked up steam in recent years – the latest touting the EPA-estimated miles per gallon (of gasoline) equivalent of the 2017 Chrysler Pacifica Hybrid.
FCA explained the theme (and the flying pigs adorning the building) this way:
"The all-new 2017 Chrysler Pacifica Hybrid is the world's first hybrid minivan, which by itself is big news! But it's also the only minivan in the world that will deliver up to 80 miles per gallon equivalent (MPGe), which is really big news. Almost unbelievable news.
So, how does one let the world know the 'impossible' has been accomplished in a big way? By comparing it to something everyone knows is impossible, of course!"
2017 Chrysler Pacifica Hybrid
Specifically, the 2017 Pacifica Hybrid's estimated MPGe has been set by the EPA at 80. The latest Pacifica also has plug-in capability: According to FCA, on a full charge it has an all-electric range of 30 miles "That's 30 miles of all-electric, zero-emissions, gas-free operation, making the Pacifica Hybrid the perfect option for getting around town."
Chrysler Pacifica wrap specs
FCA also responded to our questions regarding the specifications of the latest headquarters wrap. Here they are:
How big is the wrap? 116 feet wide and 145 feet tall
How many stories does it cover? 10 floors of the 15-floor Headquarters tower
How large is the Pacifica? 80 feet wide and 28 feet high
How large is the logo? 36 feet wide
How big are the pigs on the wrap? About 20 feet high
How big are the pig balloons? 20 feet long, 14 feet high and 8 feet wide
How high are the balloons flying? 100 feet