99.9% of modern naturally aspirated vehicles will not respond well to an off the shelf "chip" of any kind. The main reason is that the majority of the ECU's in most modern cars are "adaptive" and are spec'd to correct any variables it sees in order to run the engine at stock parameters.
The only way to get more out of a modern car's ECU is to flash it (replace the programming) or swap it out for a configurable unit and have a shop build you a custom tune. The second option is the most common and typically also quite expensive with minimal results on a naturally aspirated vehicle. Turbo vehicles tend to gain more from a tune as a tuner can push variables beyond the "safe" oem parameters and make more power.
As they said previously, stay away from chips, the only noticeable result will be a lighter wallet.