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Mopar is new global parts and service brand

by Bill Cawthon on

Chrysler has confirmed an Automotive News Europe report that Fiat and Chrysler will merge their parts and service operations under the Mopar brand. The brand, which is celebrating its 75th anniversary today, will unveil a new package design that incorporates the Mopar logo with the logos of ten of the vehicle brands produced by Chrysler and Fiat. Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Fiat Professional (light commercial vehicles), Jeep, Lancia, SRT and RAM are included. The Maserati and Ferrari brands are not part of the new rebranding and brand-specific packaging will be retained for Abarth transformation kits, SRT performance parts and Alfa Romeo engine parts.

The change is aimed at reducing costs and eliminating dealer and consumer confusion about which parts are correct for a given vehicle model or market.

“The ongoing Fiat-Chrysler integration and platform sharing makes it fundamental to pursue a similar integration from an aftersales point of view and Mopar is the ideal brand to become the global umbrella for our parts and services,” Gorlier said.

In keeping with its new global reach, Mopar’s “Genuine Parts” slogan is now translated into 28 languages, including Arabic, Chinese and Russian.

Distribution of the new packaging will begin in the second half of the year and existing packaging will not be replaced, so Gorlier expects it will be a couple of years before all packaging carries the new brand.

Gorlier estimates it will take a couple of years to fully apply the packaging to the more than 500,000 parts and accessories which will be part of Mopar’s new global catalog.

Fiat will also merge its service diagnostic platforms into the Chrysler Wi-Tech Diagnostic system. Gorlier commented that the Chrysler system was in a more advanced phase so it made sense to implement it worldwide.

The Fiat Freemont, Lancia Thema, Chrysler Voyager and the recently introduced Fiat Panda are already set up to be recognized by the Chrysler diagnostic system.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for just-auto.com, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.


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