Chrysler Group LLC is launching the next stage of its ‘Imported From Detroit’ campaign, which debuted with Eminem in a Super Bowl commercial in 2011. Hip hop artist’s track 8 Mile from the movie of the same name released in 2002 features a dedicated 8 Mile edition of the Chrysler 200 sedan to mark the movie’s 10-year anniversary.

Photo: Chrysler model range, from chrysler.com, clickable

It’s also introducing a 300 Motown sedan that will be tied to Broadway’s new show ‘Motown: The Musical,’ said Olivier Francois, the automaker’s chief marketing officer in an interview to Bloomberg. The commercial for the model was just completed.

“If you wanted to change the conversation about Chrysler—Chrysler the bailout company, Chrysler the Detroit company—we had to change the conversation about Detroit itself,” he added commenting on the company’s plans to extend its streak of year-over-year sales gains beyond 30 months. “We needed to give Detroit credit for what it really does stand for.” 

Last month Chrysler invited dealers to a preview of 66 future models including the Detroit-themed 200 and 300 sedans planned by 2014. Other new versions of existing models, the so called ‘buzz cars’ include the 300 Glacier edition and the 300C John Varvatos, named for the Detroit native and menswear designer.

The 300 Glacier launches later this year. It boasts of an active transfer case and front-axle-disconnect system minimizing the driver’s action to transition between rear-wheel drive and all- wheel drive. The 300C John Varvatos, which hits the dealers’ salons in 2013, features premium leather, hand-sanded matte wood and chrome exterior details.

Dealers have praised Chrysler’s ‘Imported From Detroit’ marketing initiative for smart moves that drove customers to their showrooms. The Crysler dealers include the largest U.S. new-car retailer AutoNation Inc.