Happy Birthday Mopar

CENTERLINE -- (WWJ) A legendary supplier of "Motown Muscle" is celebrating its 75th birthday.

"What started out as a simple name for antifreeze in 1937 is today a global brand," said Pietro Gorlier, CEO of Chrysler's Mopar division.

To celebrate that anniversary, Mopar showed off what it can do to make current Chrysler products unique.

Mopar is best known as a supplier of aftermarket parts, and customization accessories. But, Gorlier says it's expanded to become it's own brand, taking care of everything that is done to your car, after you buy or lease it.

"We are not just talking about parts and accessories, we're talking about service and customer care, too," he said.

Enthusiasts and journalists were invited in to Mopar's headquarters building in Centerline to see some of the latest "Moparized" products.

"It's the design, performance, performance capability," said Dan Swenson, a member of the West Michigan Mopar Club. "Mopar has always been different as opposed to Ford, Chevy, anything that's out there."

The centerpiece of Wednesday's Mopar celebration was the "Mopar '12 300," a Chrysler 300 featuring unique design cues and an upgraded engine. It follows up on Mopar versions of the Dodge Challenger and Charger unveiled in recent years.

"We thought Chrysler would be a fantastic backdrop," said Mopar marketing manager Jim Sassarossi. "We also heard on Facebook and out there on the blogs, the Chrysler enthusiasts looking for a Mopar version of a car."

Mopar also showed off what could be done with unique customization kits. The "True North" version of the Jeep Compass turns a crossover into an off roader. It's also an off-roader with a big time audio system.

"We've worked with Kicker to put in front and rear speakers, an amplifier, sub-woofer, even speakers in the lift gate," said Mopar marketing manager Trish Hacker. "Not only are they going to have fun out there, but everybody's gonna know they're coming."

Chrysler will display these vehicles at the Chicago Auto Show, along with a more menacing looking "Stinger" version of the Fiat 500, to go along with the high powered Abarth version. They also have the Dodge Dart GTS 210 Tribute, which harkens back to a legendary version of the original Dodge Dart.

Ralph Gilles, who heads Chrysler's SRT performance team was looking at the Mopar vehicles, which are not as powerful—or as expensive—as SRT badged vehicles.

"Mopar offers that person a step in between," Gilles said. "What they've done for Abarth, for the Dart. Hopefully one day there's a Dart SRT-4. I cross my fingers. In the meantime, you have this wonderful car here."

Mopar fans, like Nathan Griffith of Battle Creek, gave the vehicles a big thumbs up.

"It's a great brand, and I'll continue to support it."

Connect with Jeff Gilbert
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