The company Chrysler Reportedly Hopes To Continue Projects With Eminem.

The 38-year-old rapper’s manager told the newspaper that the rapper agreed to take part in the ad because it made a statement about “the passion of the company and the city of Detroit.”

“We realized there was a lot in common with Chrysler’s story as it relates to Detroit and Eminem and his ability to overcome,” Paul Rosenberg said.

According to ABC, the voiceover is provided by actor Kevin Yon, a Michigan native, who starts out with the question, “I got a question for ya, what does this city know about luxury?”

It turns out, “more than most.”

After claiming that “it’s the hottest fires that make the hardest steel,” Eminem’s “Lose Yourself” kicks in and a shiny black Chrysler 200 drives into the frame.

“Add hard work and conviction and a know-how that runs deep in every last one of us, that’s who we are, that’s our story,” the voice-over growls before adding that that’s probably not the story the papers tout.

But, “when it comes to luxury, it’s as much about where it’s from as who it is for,” and, according to this advertisement, the hot spot isn’t New York, the Windy City or Sin City.

At that point, Eminem steps out of his black Chrysler and enters a theater where a choir is singing.

“This is the Motor City and this is what we do,” he tells the camera.

Eminem reportedly earned over $1 million for this spot and an ad for Lipton’s Brisk Iced Tea, in which he appeared in Claymation form.