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culture of action --

"That spot [the 'Born of Fire' 2011 Super Bowl commercial] is homage to the culture of action and to our industrial roots. It speaks about hard work and results achieved through resilience and tireless efforts, about people that are not resigned to their destiny but redesign the future for themselves, day after day.

It is not simply a commercial. It is the embodiment of our spirit. It portrays our company and its aspirations. It shows our passion for cars and our desire to create the best. It embodies the values upon which the American dream was built. In the end, it expresses the vision that we are making come to pass."

-- Sergio Marchionne, when the Fiat Chrysler company repaid the Chrysler government loans, May 2011


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