To that end, Chrysler is marketing a special "Red Wings" edition of its newly introduced Ram 1500 Express 4X4 Crew Cab model, to be supported by a local 30-second TV spot, plus print and billboards designed by the Doner agency.
Embellishments to the truck -- which is priced starting at about $36 ,000, a significant premium over the base model -- include logos on the front-seat headrests, Red Wings embroidered leather seats, and "Detroit Red Wings Edition" graphics on the tailgate and rear bed sides. It's available in red, white or black. A spokesperson for Chrysler said that 1,000 Wings editions would be built, and go on sale at the end of this month.
The deal between Chrysler and the team also extends to a partnership with Wings forward Johan Franzen, who is featured in television spots and billboards, and goalie Jimmy Howard, depicted in a Ram mural inside the Wings' home, Joe Louis Arena.