Mopar to feature Custom Shop at the 2014 Detroit Auto Show

Article by Anita Panait, on January 12, 2014

Mopar will have a 5,500 sq. ft. of exhibit space at the 2014 Detroit Auto Show, the largest exhibit ever by the Chrysler Group's service, parts and customer-care brand. The exhibit will showcase the new Mopar Custom Shop in the Mopar Garage. Mopar launched the Garage at the 2013 edition of the show. The exhibit at this year’s show will feature a 2014 Dodge Challenger, SRT Viper, Fiat 500L Thalassa, Jeep Wrangler Recon, Jeep Cherokee Trail Carver and Ram 3500 Dually CASE work truck. According to Mopar president and chief executive Pietro Gorlier, the new Custom Shop will show how customers of Chrysler, Dodge, Jeep, Ram and Fiat can customize their vehicles before taking delivery.

With Mopar's parts-and-accessories catalog growing significantly every year, Gorlier said that customers can choose everything from electronic-tracking systems to in-vehicle wireless charging to racing stripes and bed-liners. Everything in the Custom Shop is factory-installed and is covered by the original warranty.

Likewise, the modifications will be included on the window sticker, allowing customers to include them in the financing. Mopar was trademarked for an antifreeze product in 1937, but since the 1960s, the brand has expanded as Chrysler produced race-ready Dodge and Plymouth "package cars" fitted with special high-performance components. Currently, Mopar's portfolio boasts of over 500,000 parts and accessories distributed in more than 130 markets around the world. [source: Chrysler]

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