This line is, of course, from the Chrysler Super Bowl ad featuring Eminem and the new Chrysler 200. But it is also about more than that. It is about grit and determination. I
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t is about enduring and overcoming adversity. It is about having pride, not only in yourself, but also in what you do and where you came from. It is about Detroit, but it is also about many other cities in the "rust belt" that have been counted down and out by the pundits on the 2 coasts.
For a long time it has been fashionable to discount places like Cleveland and Pittsburgh, Milwaukee and Gary as relics of a bygone era of heavy industry, of sweat and steel. Instead we heard the accolades for Silicon Valley or the Research Triangle or whatever the media showcased as the "next era", the model for into what or where the country needed to evolve in order to stay competitive with the rest of the world. "Made in America" became a codeword for overpriced, underdesigned and uncompetitive.
Well no more. It took decades of decline and inaction to spur a new attutude among American companies, especially in the automotive industry. While we have not yet, and may not ever again, become the undisputed leaders in manufacturing, America is showing a revitalization of innovation and design. There are, for example, more hybrid vehicles on the market with American nameplates than foreign. There are US firms designing and selling full electric vehicles that rival anything else on the market.
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It is not only innovative design, but also quality that has made a comeback. The much maligned American worker has shown that, given the opportunity, he or she can build a good product at a competitive price. Why else would companies like BMW assemble vehicles in South Carolina that are then exported around the world? There is a pride in workmanship that has returned after a too long an acceptance of "good enough." We now remember the pride and perserverance that built an industrial colossus, the greatest producer of goods in the world.
Once again we need to show the world that we are not "down for the count" but on our way back up. We can and will if we work hard enough, long enough and strong enough. Why? Because that's what we do.
(*Correction notice - The original post misquoted the commercial as "it's what we do.")