Once more Chrysler turns its Auburn Hills headquarters building into one of the largest billboards in the world
Chrysler headquarters wrap
Driving north from Detroit on I-75, one of the most prominent landmarks is Chrysler's World Headquarters building. Although no skyscraper at just fifteen stories, it nevertheless towers well above its surroundings in the decidedly suburban setting just off the freeway's Chrysler Drive exit.
Taking advantage of its prominence, Chrysler 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 launched 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."
The back to back wrap
"Cruisermania" officially lasted through July 9, 2010 when the model ceased production, but that first wrap started a tradition that's no longer "out of the ordinary" as Chrysler has continued the practice of "headquarters wrapping." Its latest high-rise-cum-billboard recognizes the back-to-back Motor Trend "Truck of the Year" honors bestowed upon its Ram 1500 - the first time any vehicle has won the award in consecutive years.
The 145-foot-wide-by-155-foot-tall building wrap features the image of the front end of a Ram 1500 coming across a truss bridge and, like its predecessors, is located on the west side of the Headquarters Tower facing the main entrance to the company's Auburn Hills Complex.
It also faces both the north- and south-bound lanes of Interstate 75, which, according to Chrysler, carries more than 140,000 motorists past the new building facade each day.
The image was designed by Ram Truck advertising agency The Richards Group of Dallas, while IM Branded of Rochester Hills, Michigan both produced and installed the building wrap.
Wrapping about the facts
• The building wrap covers 10 floors of the 15-floor Headquarters tower
• The entire Ram 1500 building wrap is 145 feet wide and 155 feet tall
• The Ram 1500 image is 40 feet wide and 55 feet tall
• The Ram 1500 image takes up four floors of the building
• The truck grille is 40 feet wide by 15 feet tall
• The windshield is 18 feet wide by 4 feet high
• The headlights are 5 feet square
• The Ram 1500 "Motor Trend Truck of the Year Back-to-Back Champion" banner at the top is 40 feet wide by 80 feet tall
• The wrap took four days to install
