New Media Strategies handles the automotive manufacturer's Twitter account, which is then managed by various employees. The employee responsible for the offensive tweet was responsible for tweeting on Chrysler's behalf multiple times throughout the day. On this occasion, however, the employee got his/her personal account mixed up and accidentally posted the tweet on the Chrysler page.
The tweet in question read:
"I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f------ drive."
The Twitter account, @ChryslerAutos, is said to have around 8000 followers whom all would have seen the offensive feed. The tweet was removed a short time after but was reposted by various witnesses.
The employee was not only fired from New Media Strategies, Chrysler has also said it won't be renewing the contract between the media company in the future. Chrysler has since posted an apology of the incident on its blog site, saying,
"Chrysler Group and its brands do not tolerate inappropriate language or behavior, and apologise to anyone who may have been offended by this communication."
Chrysler also said it would have been just as upset if the comment was made through a private account. Chrysler spokeswoman, Dianna Guitierrez, said in a recent report,
"Even if it had gone out under their private account, we would have had issues with it as it indirectly referenced a Chrysler ad and violated the company's policy about texting while driving."