The event helps vehicle sales, though Lansdale doesn't have an estimate of by how much. The stores, about 30 miles north of Philadelphia, sold 892 new and 539 used vehicles in 2017.
"It absolutely impacts our bottom line," said Michaela Brass, a sales rep who also manages social media for both stores and directs production of the Mopar show. "I recently sold a Jeep to someone who was referred to us by someone who's attended all three car shows. The event really drives awareness to surrounding areas. ... It brings people into our dealerships in between shows, not just during them."
This year, the show raised $3,500, which was donated to Driving Away the Cold, an organization that provides winter coats for children in need. The program is run by the Auto Dealers CARing for Kids Foundation, a nonprofit arm of the Auto Dealers Association of Greater Philadelphia, which includes more than 180 dealerships.
The money is raised through registration fees from Mopar car owners, sale of raffle tickets for donated items, T-shirt sales and donations from participants, which are collected at a food stand with Mopar-themed offerings such as Road Runner roast pork sandwiches.
Lansdale hosted the first show in 2016 at the request of a local Mopar club looking for a new location to hold its annual car meet. That year, 80 owners showed up to show off Plymouth, Dodge and Chrysler classics. This year, 202 owners participated, and more than 500 people attended, Brass told Automotive News.
"We've had people from New York, Maryland, New Jersey, Delaware and Virginia — even Australia," she said. Showstoppers included a rare 1970 Chrysler Valiant from Australia, a 1970 Plymouth AAR 'Cuda purchased new at Lansdale and a 1969 Plymouth GTX that won the best of show award.
Brass, known locally as Miss Mopar, has restored a 1972 Dodge Charger and owns a 1964 Dodge Power Wagon panel truck and a 1971 Road Runner. She's a fourth-generation employee at Lansdale, and her Miss Mopar Facebook page has more than 22,500 followers. Her father, an engine machinist by trade, still works at the dealership, she said.
"I grew up working on engines," Brass said. "Mopar is a way of life for me and my family."