The parts and service operations of Fiat and the Chrysler will be merged under the latter’s Mopar brand, in an effort to further integrate both companies. The merger is aimed at saving costs and removing the aftersales hurdle of deciding which model or brand to sell in a specific market, Mopar CEO Pietro Gorlier told Automotive News Europe.
He added that the continuing Fiat-Chrysler integration and platform sharing means that a similar integration has to be undertaken for aftersales too. He also said that Mopar is the “ideal brand” to serve as the “global umbrella” for its parts as well as services.
Mopar’s globalization under the Fiat-Chrysler commenced when the company unveiled a new packaging design at its engineering lab in Center Line, Michigan. The unveiling also coincides with Mopar’s 75th anniversary. The new packaging design integrates the Mopar logo with the 10 brand logos of the two automakers: Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Fiat Professional, Jeep, Lancia, SRT and RAM.
To further Fiat-Chrysler’s global reach, "genuine parts" description is now translated into 28 languages, including Arabic, Chinese, Russian and Turkish.
"Essentially, we need to support a flawless movement of parts between the regions, without additional cost and inefficiencies for re-coding or re-packaging," Gorlier said, adding that specific packaging will be maintained only for Abarth transformation kits, SRT performance parts and Alfa Romeo engine parts. The company will start distributing the new packaging in the second half of 2012.