2015 Chrysler 200 Online Factory Tour Guides Consumers Through Assembly Process | Edmunds

2015 Chrysler 200 Online Factory Tour Guides Consumers Through Assembly Process


Just the Facts:
  • A new interactive online factory tour guides consumers through the facility where the all-new 2015 Chrysler 200 is built.
  • The virtual tour provides user-controlled, 360-degree access to the assembly plant that was totally rebuilt for the all-new 2015 Chrysler 200.
  • Users can explore the 5 million square-foot factory on their own, as 12 short videos highlight various steps in the assembly process.

AUBURN HILLS, Michigan — A new interactive online factory tour guides consumers through the facility where the all-new 2015 Chrysler 200 is built.

Using Google Maps Business View technology, the virtual tour provides user-controlled, 360-degree access to the 5 million square-foot assembly plant in Sterling Heights, Michigan, that was totally rebuilt in anticipation of the 2015 Chrysler 200.

This latest promotional effort is designed to make the Chrysler 200 stand out in a crowded segment that includes the 2015 Chevrolet Malibu, Ford Fusion, Honda Accord, Hyundai Sonata and Toyota Camry.

"Just as we pioneered a completely new Chrysler 200, we are pioneering a new way for consumers to research a vehicle," said Olivier Francois, Chrysler's chief marketing officer, in a statement. "Since we can't bring people to the plant, we've worked with Google to openly bring the plant to the people."

The tour begins with a 30-second film entitled "Reverse," in which a Chrysler 200 backs out of a dealer's showroom and returns to the plant where it was built. After an introduction to the interactive experience by a senior manager, users are invited to explore the factory on their own.

Along the way, 12 short videos highlight various steps in the assembly process and individual areas of the plant, including the body shop, an advanced laser-brazing system, high-tech quality-control measurement area and energy-efficient paint shop.

"Consumers spend hours researching various characteristics of a car in the buying process," said Al Gardner, president and CEO of the Chrysler Brand, in a statement. "In today's economy, and with so many consumer options, we believe showing where and how the all-new 2015 Chrysler 200 is made will make a lasting impression."

The 2015 200 is on sale now at Chrysler dealerships.

Edmunds says: The online factory tour is fun to watch and reassuring to consumers who have the 2015 Chrysler 200 on their shopping lists. Expect copycat efforts.

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