DETROIT -- Higher vehicle quality and longer maintenance intervals have cut service business, so Chrysler Group dealers are stepping up efforts to court owners of other brands.
In April, Chrysler's Mopar Parts division and European parts giant Magneti Marelli -- both part of Fiat Group -- began a project to bring out a full line of premium parts for non-Chrysler Group vehicles, focusing on General Motors, Ford, Toyota, Honda, Nissan, Hyundai and Kia products.
The project has now expanded to include 30 product lines and 3,000 part numbers, all labeled "Magneti Marelli offered by Mopar," said Dino Maggioni, Marelli's CEO for aftermarket parts and services.
The parts are packaged in yellow boxes with both the Magneti Marelli and Mopar brand names printed in blue, and are available through Mopar's worldwide distribution network.
It's the first time Mopar has offered a broad range of repair and maintenance parts that were made exclusively for vehicles from competing automakers. Mopar previously offered a very limited number of basic maintenance parts, such as oil filters and air filters, for competitors' vehicles.