Mopar invades Motown

Mopar markets, on average, more than 100 different parts or accessories for each new model Chrysler Group introduces.

DETROIT -- Chrysler Group's service, parts and customer-care brand Mopar will have its largest exhibit ever at the 2014 edition of the Detroit auto show.

Measuring some 5,500 square feet, the exhibit will highlight the new Mopar Custom Shop in the Mopar Garage.

Mopar introduced the Garage last year at the show. Mopar President and CEO Pietro Gorlier said the new Custom Shop will show how Chrysler, Dodge, Jeep, Ram and Fiat customers can personalize their rides before they take delivery.

Mopar's parts-and-accessories catalog has been growing, adding nearly 1,500 new items a year -- more than 100 accessories and toys for each new Chrysler Group car.

Gorlier said customers can choose everything from electronic-tracking systems to in-vehicle wireless charging to racing stripes and bed-liners.

With the Custom Shop, everything is factory installed and covered by the original warranty. Additionally, the modifications will be included on the window sticker so customers can have them included in the financing.

Mopar -- a simple contraction of the words motor and parts -- was trademarked for an antifreeze product in 1937.

But it wasn't until the 1960s -- the muscle-car era -- when the Mopar brand expanded. Chrysler built race-ready Dodge and Plymouth "package cars" equipped with special high-performance parts.

Mopar's product portfolio includes more than 500,000 parts and accessories that are distributed in more than 130 markets worldwide.

Cars and trucks in the 2014 Detroit show Mopar display include a '14 Dodge Challenger, SRT Viper, Fiat 500L Thalassa, Jeep Wrangler Recon, Jeep Cherokee Trail Carver and Ram 3500 Dually CASE work truck.

Want to see what a tricked-out Ram might look like? Visitors will be able to play around with various customizations on iPads.

Just point the tablet at the Ram logo and follow the prompts.

You can reach Wes Raynal at wraynal@crain.com

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