How Chrysler Shows Its Love for Detroit

DETROIT (TheStreet) -- It turns out the famous "Imported from Detroit" Super Bowl commercial of 2011 was just one step in Chrysler's embrace of its hometown.

In November 2011, Chrysler appointed as its brand CEO a living symbol of Detroit, a 44-year-old Lebanese American named Saad Chehab, whose family emigrated from Beirut to Detroit when he was a teenager. While attending the University of Detroit, where he earned a degree in architecture, he hung out at the Shelter nightclub, where Eminem featured in the Super Bowl ad once played, and met his future wife, a Sicilian-American.

Chrysler CEO Saad Chehab

"I'm an example of colorfulness and cultural change, and (giving) people a chance," Chehab said, in an interview at the New York Auto Show.