Sergio's Smile Says It All About Chrysler

Sergio Marchionne
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Sergio Marchionne

When Chrysler CEO Sergio Marchionne walked into the Chicago Auto Show, he was smiling and shaking hands with Chrysler employees and carrying a confidence we haven't seen at Chrysler in years.

Amazing how one ad in the Super Bowlcan change the atmosphere at a company.

You can feel the change at Chrysler.

You can see it on face of Marchionne.

"That ad said what a lot of people in Chrysler and Detroit have been feeling for some time," Marchionne told me. If you haven't seen the Chrysler ad featuring Eminem, do yourself a favor and watch it. It's 2:00 that captures the dreams of Chrysler employees and many in Detroit. It was fresh, different, and captures the spirit of what Marchionne is trying to do at Chrysler.

That's why it hit home. Late Sunday night Marchionne knew he had a winner. "I got e-mails after the Super Bowl at 10 or 11 at night from Chrysler employees saying they've never been prouder to work for Chrysler," he said. "And these are from people who have been here 20 or 30 years."

That's why Marchionne is smiling. He admits that it's great to get everyone talking about Chrysler, but it won't mean anything if his company can't turn that buzz into sales. That shouldn't be a problem. Chrysler has a new wave of cars and trucks that will sell. How much remains to be seen.

But one thing is clear: Sergio is smiling with a Super Bowl win.

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