It started out selling antifreeze but, 75 years later, MOPAR has become a key part of Chrysler’s global growth strategy – and a brand in its own right, with its third specially badged model in three years soon to roll into showrooms.
The new MOPAR 12 300 is a muscled-up version of the new 2012 Chrysler 300S that promises to cut nearly a full second off the stock sedan’s 0 to 60 times, while also improving braking performance.
Meanwhile, the Chrysler parts and service unit marked the start of its 75th anniversary by unveiling three other special kit models. Including a ruggedized version of the Jeep Compass, performance and appearance enhancements for the Fiat 500 and a bulked-up version of the all-new Dodge Dart sedan.
Originally created in 1937 to market a line of antifreeze for Chrysler products, MOPAR has long served as the Detroit maker’s replacement parts and performance upgrade brand. But it has a much bigger role in store as part of the alliance between Chrysler and its Italian partner, Fiat, noted the brand’s president, Pietro Gorlier, during a media presentation.