How does advertising for a car company tie into a science fiction movie set in a galaxy far, far away?
Short of inventing the Episode IV landspeeder, you use what’s at hand: the most bad-ass car you produce. In the case of FCA, it’s a Black Venon Clear Coat Dodge Viper, with the ACR Extreme Aero Package.
Of course, let’s remember that Darth Vader was (is?) a bad guy, party to the destruction of the planet Alderaan and all of its inhabitants, and a father who cut off his own son’s hand. Apparently, unable to find employment elsewhere, driving in a straight line in a car commercial is all he can do these days. After all, the destruction of the Galactic Empire’s weapon of mass destruction occurred while on his watch, a weapon that cost enough to bankrupt the Empire, certainly looks bad on his resume. So do you really want the focus of evil as your spokesperson? And lets also remember that the Viper isn’t selling very well and may soon meet a similar fate to the Death Star. Or perhaps the driver of the Viper is Sergio Marchionne himself?