Chrysler Chief Marketing Officer Olivier Francois said the chance to help Motown creator Berry Gordy promote Motown: The Musical was an opportunity "we could not pass on."
The Auburn Hills, Mich., automaker and Gordy have formed a marketing partnership that has been called unprecedented on Broadway.
Chrysler is airing a commercial nationally with Gordy driving a Chrysler 300, even though there is no guarantee that the musical will be a success. The marketing campaign also includes a billboard in Times Square and other marketing support that the New York Times says has an estimated value of $6 million-$8 million.
Source
USA Today