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Celebrating 80 Years of Mopar

March 3, 2017

The naturally aspirated version of the new Mopar Challenger Drag Pak performs its first burn-out.

The naturally aspirated version of the new Mopar Challenger Drag Pak performs its first burn-out at the FCA US LLC Chelsea Providing Grounds.

It’s party time and every gearhead is invited to celebrate all year long. So, break out the confetti and blow the horns because 80 years ago, Mopar was born!

The Mopar brand was born on Aug. 1, 1937, as a contraction of the words “Motor Parts”. First introduced as the name of a line of antifreeze products, the Mopar brand has since transformed to encompass total service, parts and customer care for FCA vehicle owners around the globe.

“The Mopar brand holds an unparalleled place in the automotive world, possessing name recognition, scope of service and passionate enthusiasts unmatched by any other service and parts organization in the industry,” Pietro Gorlier, Head of Parts and Service (Mopar), said. “From humble beginnings as a simple name for antifreeze products, now the Mopar brand reaches customers in over 150 markets offering parts, service and innovative care throughout the whole customer journey.”

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Mopar serves over 150 markets, offers more than 500,000 products and works to deliver a fully connected experience to customers around the globe.

80 years of Mopar
Throughout 2017, the Mopar brand will mark its 80th year with a large slate of initiatives, including limited-edition anniversary vehicles, 80th anniversary-themed service, parts and customer-care offers, special merchandise, events, celebrations and much more.

The year-long celebration kicked off at the 2017 North American International Auto Show in Detroit. Befitting the brand’s global expansion, media and industry leaders from around the world had the opportunity to experience the start of the Mopar brand’s yearlong birthday party and to view the 80th anniversary-themed Mopar Garage at the auto show’s display.

For 80 years, Mopar has been the source for genuine parts and accessories for all FCA brands, but it had much humbler beginnings. After its introduction in 1937, the Mopar brand quickly became known for more than just antifreeze. The brand made a name for itself in the muscle-car era of the 1960s, cementing a legacy on the streets and at the dragstrip that by decade’s end would have owners referring to their vehicles as “Mopar” cars.

Over the last decade, Mopar has pushed the needle to transform into a global service, parts and customer-care brand for all FCA vehicle owners.

Starting in 2008, the Mopar Express Lane service was introduced at dealerships to offer customers fast oil changes and more. Today this service has grown to include more than 1,000 Express Lanes open in the United States; and more than 1,750 available in more than 20 countries around the world.

In the last decade, Mopar has blazed a trail with a number of industry firsts, including:

  • Mopar 80th Anniversary: Pietro Gorlier, Head of Parts & Service (Mopar), FCA - Global, talks about 80th Anniversary of Mopar.

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    2008 - Paying homage to its performance heritage, Mopar introduces its first factory-built drag race “package car” in 40 years, the Mopar Dodge Challenger Drag Pak.

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    2010 - Mopar introduces the Mopar ’10 Challenger, the first in a series of limited-edition Mopar vehicles.

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    2016 - The Mopar ’16 Ram Rebel marks the first limited-edition Mopar-modified vehicle designed for the truck segment.

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    Industry First: Mopar® Connect Smartphone Application.

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    Industry First: Wireless Charging

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    Industry First: Customers check in with wiADVISOR as they pull into Mopar service lane and the tablet instantly provides complete customer profile, vehicle service history and required maintenance.

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    Mopar 80th Anniversary logo

  • Vehicle-information apps: first to introduce smartphone vehicle-information applications.
  • In-vehicle wireless charging: enabled customers to charge their phones by setting it on one of the wireless charging home or in-vehicle charging pads.
  • wiADVISOR: first to provide factory-connected tablet technology in service lanes at dealerships which instantly provided a customer profile, vehicle service history and factory-required maintenance information.
  • Electronic Vehicle Tracking System: first to market with a new interactive vehicle tracking device that sends the owner a text when the vehicle is driven too fast or too far based on pre-set parameters.
  • Wi-Fi: first to offer customers the ability to make their vehicle a wireless hot spot.

The Mopar brand also introduced a series of limited-edition Mopar vehicles built at the factory, beginning with the Mopar ’10 Challenger.

A new special-edition Mopar vehicle has been introduced each year since, the most recent being the Mopar ’16 Ram Rebel, with 3,650 limited-run Mopar vehicles sold since that first in 2010.mopar_crate_engine_6.4l_Apache_standalone

On the product side, in conjunction with the Jeep® brand, Mopar created a new Jeep Performance Parts line to deliver trail-ready parts to off-roaders. In late 2016, new Mopar Crate HEMI® engine kits were brought to market, enabling enthusiasts to drop modern HEMI power into classic, 1975 or earlier, rides.

Mopar parts are engineered together with the same teams that create factory-authorized specifications for FCA vehicles, offering a direct connection that no other aftermarket parts company can provide. Complete information on the Mopar brand is available at www.mopar.com.

Check back for information throughout the year commemorating this significant anniversary with future events, celebrations, merchandise and more.