In fact, the use of that particular speech even earned the advertisers some pointed flak, with Current Affairs re-editing the video to incorporate MLK’s words from later in the speech that criticize manipulative advertisers.
The rationale for why the commercial doesn’t work seems to vary specifically from person to person online.
(That video has since been removed at the request of Chrysler.)
That said, one clear through-line is that many thought it was in poor taste for King’s words to be used for capitalistic reasons in this fashion, especially as Black History Month is now underway.