An Interactive Look at the Making of the 2015 Chrysler 200

Chrysler is giving customers an unprecedented up close view of what goes into the making of the 2015 Chrysler 200. The Chrysler 200 Factory Tour gives buyers a way to research their vehicle to a degree that they have never imagined, and allows them to feel as if they are part of the process.

The tour, which is available for laptop and mobile devices, takes viewers on a 360 degree adventure through the assembly process at the rebuilt Sterling Heights Assembly Plant (SHAP) in Michigan. Taking advantage of the Google Maps Business View technology, the tour allows viewers to see all five million square feet of the plant as the new Chrysler 200 is born. Starting with a 30 second introductory film Reverse, viewers learn that this assembly process is not like any other. Just as the assembly plant was rebuilt for modern drivers, the Chrysler 200 was redesigned with today's driver in mind. Along the trip through SHAP, viewers have the option of viewing 12 videos dedicated to showing various areas of the plant and points along the assembly process. These videos introduce viewers to:

  • A state of the art metrology center where engineers and tradesmen work to ensure the car's fit and finish match Chrysler's precision standards
  • Lazer brazing, where advanced lasers seal the edge of the 200s roof.
  • The butterfly assembly where the two halves of the 200 are joined in order to create a remarkable whole.
  • The SHAP body shop where more than 1000 robots work in 1 million square feet to bring the 200 to life.


Shawn Jeffers, Senior Manager of Center Manager Assembly Operations narrates the tour through the facility, guiding viewers in an approach that is designed to make the car making process more transparent. As consumers become more educated about their automotive needs, Chrysler has answered with a sophisticated and educational way of getting to know the new 200. As consumers research aspects of the 200, those same aspects come to life before their eyes as they are taken through the process of assembly and quality control that happens before a new 200 ships. Chrysler hopes that this unprecedented degree of transparency in its business practices will demonstrate how committed the company is to quality and safety when it comes to its vehicles. 

Consumers will quickly learn that this assembly process is like no other, and as the 200 was created to exceed and challenge expectations, so was the space in which it was created re-imagined to exceed consumer expectations. No other car is assembled quite like that 200 is, and Chrysler displays its pride in changing standards by opening its doors to allow the world to see. This open door policy doesn't end with the tour, however, as Chrysler plans to make the tour the first stop in an interactive social media campaign that continues on to the company's social media channels, including Twitter, Facebook and Instagram. 

About the 2015 Chrysler 200
The 200 delivers on Chrysler's commitment to deliver consumers a world-class car. The company went back to the drawing board with the new 200, merging iconic American design with a car that's ready made for the future. Using exceptional craftsmanship and high-quality materials, the 200 exemplifies understated elegance. Drivers can enjoy this understated elegance without an inflated price tag, however, as the 200 starts at a U.S. Manufacturer's Suggested Retail Price (MSRP) of $21,700. The affordable price includes a highway fuel economy of up to 36 miles per hour and the most available safety and security features in its class. The 200 is designed and built with pride in Michigan, and that pride is on display during the interactive tour. 

Chrysler is happily extending their reputation for innovation and superb quality which the company has enjoyed since its beginnings in 1926. The tour continues the company's commitment to deftly combining design, engineering and value. This most recent effort throws open the process of combining those elements for buyers to see well before they see the 200 in person. 

The Chrysler 200 Factory Tour offers consumers a chance to research a car to an unprecedented degree. Acknowledging that the car market can be incredibly competitive and honoring a buyer's desire to know their vehicle both inside and out, Chrysler has created an innovative way of bringing the car buying experience well into the 21st Century. Through this interactive experience, buyers can see an exceptional vehicle and the exceptional team that works to create it.

Categories: Chrysler

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