Windsor, Ontario – Chrysler’s Mopar brand will celebrate its 75th anniversary in 2012. The company’s aftermarket brand started with the name of antifreeze, the sole product at the time.

“The Mopar brand has a proud 75-year heritage,” said Pietro Gorlier, president and CEO of Mopar. “The mission at Mopar today is to fully support all of our brands by providing every single one of our customers with an exceptional after-sales experience. We will do this by continuing to offer cutting-edge technology, innovative products, authentic quality-tested parts, and high-quality customer service.”

The Mopar brand was trademarked in 1937 as a name for the company’s antifreeze, and is a contraction of MOtor PARts. It became a brand name for most Chrysler Corporation parts and gradually evolved into the name of the parts business itself in the late 1960s, when Chrysler created an aftermarket business unit named the Mopar Division.

Enthusiasts also began to refer to the company’s high-performance cars as “Mopars” in the 1960s, a name still used to describe them. Mopar introduced a line of special parts for super-stock drag racers which was expanded in the 1970s and 1980s as the Mopar “Direct Connection” line of parts. This ultimately developed into the Mopar Performance Parts division in 1987.

With the Fiat partnership, Mopar has expanded its global footprint and in 2011 opened operations in Shanghai and Dubai, along with Mopar Express Lanes in the Middle East.

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