AUBURN HILLS, Michigan — Dodge models like the Charger, Challenger SRT Hellcat and Viper have helped garner more than 2.5 billion YouTube views to date for music videos through Fiat Chrysler Automobiles' partnerships with major music labels.
"We want to lead, we want to innovate — it's our culture at FCA," said Olivier Francois, chief marketing officer for FCA-Global, in a statement. "Music is one of the strongest ways we have to authentically align a brand with the relevance of a moment and open up a dialogue with Millennials."
Francois concluded: "Reaching more than 2 billion views is a significant feat — it's like the viewing equivalent of 20 Super Bowls."
One of this summer's most successful partnerships, between FCA and Atlantic Records, resulted in the music video "See You Again," featuring rapper Wiz Khalifa and singer Charlie Puth, from the soundtrack of the feature film Furious 7.
The video, which prominently showcases the Dodge Challenger, Charger and Viper, has become this year's most-watched video worldwide, with more than 860,500,000 views since its debut this past spring.
In addition to serving as the official video for the latest film in the Fast and Furious franchise, "See You Again" is a moving tribute to the late Paul Walker, who appeared in five installments of the popular series and was tragically killed in November 2013 when riding as a passenger in a 2005 Porsche Carrera GT.
Another notable FCA partnership is a collaboration with Interscope Records and the KIDinaKORNER label for the X Ambassadors' launch of the all-new 2015 Jeep Renegade with a commercial featuring the alternative rock group's number-one single "Renegades."
Most recently, the Chrysler brand teamed up with Interscope Records for the official R-rated trailer for the film "Straight Outta Compton," a dramatization of the story of N.W.A., the groundbreaking California hip hop group.
The trailer starts with an introduction by music artists Dr. Dre and Ice Cube as they drive through the streets of Compton, California, in a Chrysler 300 sedan and talk about the origins of N.W.A. and its influence on subsequent musicians and groups.
Other FCA collaborations — with such labels as Warner Music Group, Universal Music Group and Sony Music — have resulted in the automaker's vehicles being featured in music videos by such artists as Eminem (Dodge), Will.i.am, Mick Jagger and Jennifer Lopez (Chrysler), Meghan Trainor and John Legend (Fiat), Echosmith (Jeep) and Miranda Lambert (Ram Trucks).
Edmunds says: With these partnerships, FCA has found a dynamic way to showcase its vehicles to an audience of young consumers.