BEVERLY HILLS, Calif. — Chrysler used the 67th Annual Golden Globe Awards on Sunday night as a platform to fashion a unique fundraiser for Haiti earthquake relief efforts.

The personal vehicle of president and chief executive officer of the Chrysler brand Olivier Francois was on display at the entrance of the Beverly Hilton Hotel. Francois asked Hollywood celebrities and other award attendees to autograph the Chrysler 300C, which Francois then was going to send to a special auction.

Automaker executives hope the vehicle that now contains the signatures of the stars of television, movies and more will generate close to $1 million. All funds are earmarked for Haiti to benefit victims of the earthquake that rocked the extremely poor country almost a week ago.

"Looking at the devastation this catastrophe has caused to an already impoverished country, there is no doubt that we have a social responsibility to assist in any way that we can," Francois contended.

"This will not be the only funding we will provide to this country on behalf of the Chrysler Brand and Chrysler Group; there is more to come," he added.

"We are pleased to join hands with Hollywood to offer this gesture as part of the relief efforts toward Haiti," Francois continued.

"And, to my colleague, Dodge brand president and CEO Ralph Gillies, who is of Haitian descent, and to all Haitian-Americans with family in Haiti, our thoughts are with you," he went on to say.

Francois' vehicle wasn't the automaker's only unit at the Golden Globe Awards meant to raise money for charity.

Six Hollywood stars arrived in Chrysler 300C eco-style limited edition vehicles. Those celebrities included Meryl Streep, Christina Aguilera, Leonardo DiCaprio, Tom Hanks, Felicity Huffman and Colin Firth.

Each of those six vehicles will be donated and auctioned off with the proceeds going to the charity of the celebrity's choice.

Some of the unique attributes of this version of the limited edition Chrysler 300C were recycled materials used for the interior, organic themes on the center console and a water-based paint for the exterior.

The OEM also pointed out the vehicle's engine, a 5.7-liter HEMI engine with a Multi-displacement System. Officials explained that this engine seamlessly alternates between a smooth high-fuel-economy, four-cylinder mode when less power is needed and the V-8 mode when more power is necessary.

To promote this vehicle further, Chrysler also ran several television commercials during the second half of the Golden Globe Awards broadcast on NBC.

"The Golden Globe Awards honor the vision and style of the year's best in entertainment, and the Chrysler brand embodies vision and style in the automotive industry," Francois noted.

"The Chrysler brand is a perfect fit to pay tribute and demonstrate a shared set of values," he added.