The struggling automakers of the United States have taken to Twitter for a little boost in popularity, hoping to humanize their brands. This week, that down-to-earth realness became a little bit too real when someone behind the official @ChrystlerAutos account tweeted, “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive.” The message was quickly deleted, but not before some oh-so-shocked followers (see above) retweeted the message. The company behind Chrysler’s social media presence will not have their contract renewed.
“Chrysler Group and its brands do not tolerate inappropriate language or behavior, and apologize to anyone who may have been offended by this communication,” the company wrote on its blog earlier this week.
Yesterday, they announced that New Media Strategies will not be paid for its services moving forward. “With so much goodwill built up over a very short time, we can’t afford to backslide now and jeopardize this progress,” said Chrysler’s Ed Garsten.
The employee responsible for the tweet was also fired, but by New Media Strategies, not Chrysler.
“New Media Strategies regrets this unfortunate incident. It certainly doesn’t accurately reflect the overall high-quality work we have produced for Chrysler,” wrote the company’s CEO. “We respect their decision and will work with them to ensure an effective transition of this business going forward.”
But many rightfully note the irony that New Media Strategies are the same group behind Chrysler’s successful Super Bowl ad, which the company was doubtlessly thrilled with, starring none other than Eminem, who once rapped, “Don’t you get it, bitch, no one can hear you? Now shut the fuck up and get what’s coming to you” in a fantasy about killing the mother of his child.