Mopar invades Motown

Chrysler Group's service, parts and customer-care brand Mopar will have its largest exhibit ever at the Detroit auto show Jan. 13–26. Measuring some 5,500 square feet, the exhibit will highlight the new Mopar Custom Shop in the Mopar Garage.

Mopar introduced the Garage last year. President and CEO Pietro Gorlier said the new Custom Shop will show how Chrysler, Dodge, Jeep, Ram and Fiat customers can personalize their rides before they take delivery.

Mopar's parts-and-accessories catalog has been growing, adding nearly 1,500 new items a year -- more than 100 toys for each new Chrysler Group car.

Gorlier said customers can choose everything from electronic-tracking systems to in-vehicle wireless charging to racing stripes and bed-liners. With the Custom Shop, everything is factory installed and covered by the original warranty. Additionally, the modifications will be included on the window sticker so customers can have them included in the financing.

Cars and trucks in the Detroit show Mopar display include a '14 Dodge Challenger, SRT Viper, Fiat 500L Thalassa, Jeep Wrangler Recon, Jeep Cherokee Trail Carver and Ram 3500 Dually CASE work truck. Want to see what a tricked-out Ram might look like? Visitors will be able to play around with various customizations on iPads. Just point the tablet at the Ram logo and follow the prompts.

Sounds like fun!

By Wes Raynal