Jeep accessories: Mo’ for Mopar; Performance-parts brand wants to team with dealers to outfit new buyers’ vehicles.(News)
Jeep accessories: Mo’ for Mopar; Performance-parts brand wants to team with dealers to outfit new buyers’ vehicles.(News)
Automotive News, February, 2008 by Wernle, Bradford
Byline: Bradford Wernle
Mopar, long associated with Chrysler’s muscle-car heritage, is taking to the boulders, sand dunes and the Rubicon Trail.
At the National Automobile Dealers Association show here, Jeep showed a glow-in-the-dark yellow Jeep Wrangler Unlimited four-door loaded to the rooftop with Mopar accessories.
The yellow Wrangler marks a turning point for Jeep and its dealers. Historically Jeep dealers would sell customers a new Wrangler and watch them drive off to an aftermarket shop, where they spent a bundle outfitting their vehicles for the outback