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Mopar Bridging the Gap Between Factory and Aftermarket

New Mopar ’14 coming to SEMA Show in November.

by on Oct.14, 2013

Mopar will reveal 20 customized models at the SEMA Show next month -- including the new limited-edition Mopar '14 model.

The “other” Chrysler Group brand will be making a big splash when the annual SEMA Show rolls into Las Vegas next month, Mopar planning to reveal 20 different customized versions of various Chrysler, Dodge, Ram, Fiat and SRT models – and perhaps a unique vehicle of its own, hints MOPAR president Pietro Gorlier.

For years operating in the shadows as little more than the supplier of replacement wipers and wheels, Mopar has begun to emerge as a distinct brand – and profit center — of its own since Chrysler was taken over by Fiat following the U.S. maker’s 2009 bankruptcy.  And observers say that’s no surprise. The automotive aftermarket has become big business, generating at least $30 billion in sales annually, according to the Special Equipment Marketers Association which sponsors the annual Las Vegas show.

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Mopar isn’t abandoning its traditional business. If anything, it has expanded its operations as the provider of replacement parts for the combined Chrysler-Fiat alliance. But it is also positioning itself as a powerhouse rival to traditional aftermarket vendors, whether producing parts of its own or sourcing them from outside vendors.

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Mopar Muscles Up

Expanded line of Mopar parts – and Mopar-badged vehicles – on the way.

by on Aug.15, 2011

For the first time in its history, Dodge bolts the Mopar badge onto one of its production models.

Walking into his new office, shortly after Chrysler emerged from bankruptcy two years ago, was “like walking onto the Titanic,” recalls Pietro Gorlier.  Though the automaker had survived its financial collapse, Chrysler’s parts and service division had been so badly stripped down, “We barely had the bodies to answer the phone.”

Things have changed in a hurry at Mopar, says Gorlier, who now heads the combined sales and service operations for Chrysler and its Italian partner, Fiat.  If anything, the subsidiary is rapidly rebuilding its global presence, entering new markets, adding new parts, offering new services – and, for the first time in its more than seven-decade history, planting a Mopar badge on the back of a Chrysler product.

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The first of these was the 2010 Dodge Challenger Mopar ‘10, a limited edition of the Dodge muscle car outfitted with unique stripes, black 20-inch wheels, black grille, a functional hood scoop, upgraded Super Track Pac suspension and hood pins.  A second Mopar model, the Dodge Charger Mopar ’11 was recently introduced.  As with the Mopar ’10, demand has well exceeded expectations and 1,500 will be built, a 50% bump from the originally-planned 1,000.

Yet another Mopar-badged performance car, likely to be dubbed the Mopar ’12, is under development for next year, Gorlier promises, though he’s keeping details under wraps for the time being.  And the range of offerings could grow even larger in the years ahead, he hints.

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