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Mopar’s Canadian twin: Autopar

by David Zatz on

The Mopar people have made their history clear, but we haven’t heard much about Autopar, their northern brethren. Why not? And what was Autopar, anyway?

autopar

Canadian company photographer Lawrence Monkhouse wrote:

The Mopar product line couldn’t be sold in Canada at first;   Canadian Tire Stores had the rights to the name “Mopower,” which was too similar, so Marketing came up with “Autopar.”
Products must be in both English and French, so all products had to be re-labelled. This created a whole new industry that removed Mopar labels and replaced them with Autopar. The instructions also had to be printed in French.
I photographed hundreds of Autopar products for brochures and catalogues. I had to recruit attractive young ladies to model and convince their bosses to allow it — a tough job, but someone had to do it.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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