Fiat officially introduces the Mopar brand in Europe

Article by Christian A., on October 22, 2012

Fiat Chrysler’s Mopar will be rolling out its customization and accessory options in Europe. For the Fiat and Chrysler group brands available in the United Kingdom, Mopar’s range includes in-car Wi-Fi and more personalization options.

This is for the full roll-out of the Mopar parts and servicing arm in Europe. Mopar handles all parts, servicing, aftersales, accessories, merchandise and customer care of Chrysler Group models in the United States.

Mopar is expanding into Europe as part of Fiat's takeover of Chrysler. Mopar will offer technology like on-board WiFi access and wireless in-car charging of portable devices such as phones and iPods will also be offered on models sold in this market starting next year. In addition, Mopar will provide service plans, parts and extended warranties for models sold in the group.

Mopar is launching a new website so that customers could monitor their car's maintenance schedules, and give them the chance to get involved in special owner events.

Founded on June 6, 1925 by Walter Chrysler when the Maxwell Motor Co. was reorganized into the Chrysler Corp., Chrysler was badly hit by the 2008 and 2009 automotive industry crisis. It was very low on cash and its sales were the worst among the Detroit 3. In January 2009, Fiat S.p.A. and Chrysler LLC inked a non-binding term sheet to form a global alliance.

Chrysler filed for chapter 11 bankruptcy protection on April 30, 2009, and at the same time announced an alliance with Fiat. Prior to the bankruptcy filing, Chrysler had already received $4.5 billion in financing from the U.S. government.

On May 31, 2009, a bankruptcy judge approved a proposed government restructuring plan and sale of Chrysler's assets. A new company – owned 55 percent by the UAW retirement health care trust, 20 percent by Fiat – would purchase most of the assets of Chrysler. The new company Chrysler Group LLC completed the purchase on June 10, 2009, allowing Chrysler to emerge from bankruptcy.

Mopar got its name by combing the terms motor and parts. This term was initially used by Chrysler in the 1920s. Chrysler Division's sales promotional manager named Nelson Farley set up a committee called the Activities Council for brainstorming new merchandising ideas. In 1937, the Activities Council need to come up with a product name to put on cans of antifreeze product of Chrysler Motor Parts. The council came up with a simple term that would be easy to remember – Mopar.

As of January 2012, Fiat owned 58.5 percent of Chrysler, making the Italian carmaker the American company’s largest single and majority shareholder.

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Topics: fiat, mopar, europe

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