Chrysler’s CEO Wants To Boost Detroit, But May Not Have Super Bowl Ad

Chrysler CEO Sergio Marchionne said the company isn’t necessarily going to point the camera on Detroit again for a Super Bowl ad.

“I don’t know if we’ll be in the Super Bowl, that’s the first thing, at least not the way we have been in the past,” he said, adding the Clint Eastwood commercial was finished the Monday before it played. “If you had asked me the weekend before the Super Bowl if we had something to show, the answer would have been ‘no.'”

To have a Super Bowl ad, Marchionne says things would have to come together just right. He’s also not sure if they can sustain the impact.

“For Chrysler to keep on repeating commercials that ultimately have that level of significance, you’re already pushing your luck,” he said.

But, speaking Thursday at the Automotive News World Congress, Chrysler’s top sales executive, Ried Bigland, indicated they have something up their sleeve.