Chrysler sues Detroit-based company over use of new slogan

During a record-setting two minute Super Bowl commercial featuring Detroit native Marshall Mathers (known better to most at Eminem) rolling through the Motor City in a 2011 Chrysler 200, Chrysler unveiled their new company slogan “Imported From Detroit” - and due to the usage of that new slogan Chrysler Group is suing Detroit-based retailer Pure Detroit.

While the Pure Detroit website and three area stores are likely benefitting greatly from all of this publicity, the Chrysler Group is suing their parent company Moda Group LLC, along with company co-owners Kevin Borsay and Shawn Santo. Among Pure Detroit’s more popular items are various shirts that “rep the D” and when the Imported From Detroit slogan surfaced, Pure Detroit was quick to offer their own version of a shirt sporting the slogan. The problem is that they did so without consent from Chrysler and when the automaker contacted the company about not using the new slogan, Pure Detroit claimed that Chrysler could not secure the rights to that phrase, and they went on selling their rip-off Imported From Detroit shirts. Imagine that – someone in Detroit selling stolen goods!

According to Chrysler, they have requested several times beginning around February 14th that Pure Detroit stops selling the shirts bearing the new company slogan, but the company has not honored that request. Because of that the Chrysler Group has filed a lawsuit, requesting an injunction against Pure Detroit along with damages in excess of $75,000 for “trademark infringement, deceptive trade practices, unjust enrichment and unfair competition”.


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