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Mopar's 80 years told through vintage ads

It's more than just car parts. Mopar started in 1937 an antifreeze brand, and 80 years later Fiat Chrysler's now-iconic aftermarket division is known for everything from muscle cars to smart phone apps. This is reflected in its advertisements over the years, which show off the brand's capabilities at different moments. Rediscovered from deep in Mopar's archives as it kicks off a year-long celebration of its history, the ads are snapshots of the former Chrysler Corp. and the mood of America at those times. A colorful, free-spirited 1972 ad hawks T-shirts. A plainer 1964 spot shows off Mopar's expansive portfolio with the tagline, "sorry, we ran out of space!" There were too many parts to show them all. Another 1960s ad explains Mopar's new wire and cable products in what was likely a magazine spread or multi-column newspaper entry. Going back farther, an ad from the 1940s touts radios through wind-in-your-hair exuberance, while a later placement shows a Ward Cleaver-type waxing his hardtop. Slightly more recently in 1989, Mopar used its muscle-car heritage to encourage restoration and customization just as nostalgia for that era was growing. "The Mopar brand holds an unparalleled place in the automotive world, possessing name recognition, scope of service, and passionate enthusiasts unmatched by any other service and parts organization in the industry," Pietro Gorlier, Mopar's global chief, said in a statement. While those advertisements highlight its earlier days, Mopar is using its 80th year to look forward, noting its modern service offerings, competition in motorsports, and special edition models, like a custom Ram Rebel. These ventures have advanced the Mopar's scope and elevated its awareness with consumers, who often don't know what brand of aftermarket products their car uses. Yes, Mopar still wants to sell as many car parts as possible, but as these ads show, it's always been more than that. Related Video: Featured Gallery Vintage Mopar Ads Marketing/Advertising Chrysler Fiat Automotive History

Junkyard Gem of the Week: 1979 Plymouth Horizon (with the Woodgrain Package!)

While Ford and GM proved to have sufficiently deep pockets to design their own US-market subcompacts for the fuel-starved 1970s, Chrysler had to look to its overseas outposts to create such a car. Turning to Simca, which had become part of Chrysler Europe after Chrysler's absorption of the Rootes Group, a promising hatchback concept was developed into both a European-market version and a significantly different American-market version. Today's Junkyard Gem is an example of the latter type, found in a Denver-area self-service boneyard last summer. The first of these cars came off the Belvidere Assembly line in Illinois as 1978 models (sadly, Stellantis just shuttered Belvidere in February). The Dodge-badged version was the Omni, while the Plymouth version was the Horizon; the generic term for this car is thus Omnirizon. The Omnirizon was a great success for Chrysler, and many other vehicles were based on its platform. To name a few members of the extended Omnirizon family: the 1982-1987 Dodge Charger, the Dodge Rampage/Plymouth Scamp minitrucks, and even the Plymouth Turismo of Cocaine Factory fame. Astoundingly, production continued all the way through 1990, which meant that these thoroughly 1970s cars stuck around long enough to get airbags as standard equipment. Just as was the case with the Mitsubishi-built Dodge and Plymouth Colts, there never were any significant differences—pricing or otherwise—between the Dodge Omni and Plymouth Horizon. The Omnirizon got a fascinating assortment of engines during its first half-decade or so. For 1978 through 1980, it received the same 1.7-liter Volkswagen straight-four that went into US-market Rabbits, Sciroccos, Jettas and Audi 4000s. This one was rated at 77 horsepower and 90 pound-feet. Chrysler began bolting in its homegrown 2.2-liter four-banger starting with the 1981 Omnirizons, with the hilariously quick Omni GLH and GLHS getting turbocharged versions a few years later. From the 1983 through 1986 model years, penny-pinching Americans could buy their base-model Omnirizons with 1.6-liter Peugeot-built Simca engines delivering 62 French horses to the front wheels. This Horizon is absolutely loaded by the standards of late-1970s economy cars. The MSRP was just $4,278 (about $18,843 in 2023 dollars), but this automatic transmission would have added another $319 to the cost ($1,405 today). The base transmission for 1979 was a four-on-the-floor manual.

Chrysler may be testing a Hellcat 300

Another day goes by, and another mysterious, undisguised SRT prototype comes out of FCA. This time we have a Chrysler 300 SRT that looks nearly stock except for its footwear. Our spy photographer got up close and personal with this machine, and found that it has the same wheels with 315-mm tires that were on the early Dodge Demon prototypes. The only difference is the wheels on this 300 have Chrysler-branded center caps. All that extra width means these wheels stick pretty far out from the wheel wells, which would suggest that any production car running this setup would have flares to cover the wheels. Behind those wheels are four-piston Brembo calipers and slotted discs that looks similar to those on the current 300 SRT. We doubt that Chrysler is building a Demonized version of the 300, but the tires do suggest that this is a much more potent 300 than the current SRT, which was discontinued in the US in 2015 but is still sold in the Middle East and Australia. That's not all we have to go on, though, since our spy photographer says it sounded like it had Hellcat power under the hood. Equipping a 300 with a Hellcat engine would be a breeze, too, since the engine is already in the Charger, which is virtually identical mechanically. What you may be wondering is why Chrysler is adding a Hellcat version of the 300 SRT when that model hasn't been available in the US since 2015. One possible reason is that this would finally allow Aussies access to the 707-horsepower machine. Dodge is not a brand offered Down Under, so it doesn't get the Charger Hellcat, leaving the 300 as the only V8, rear-drive Mopar available. And for the Middle East, if the normal 300 SRT was selling well, it would only make sense to offer another variant. It shouldn't cost Chrysler too much to develop this model either, since the 300, mechanically, is virtually identical to the Charger. Related Video: Featured Gallery Chrysler 300 SRT Hellcat Widebody Spy Photos View 16 Photos Image Credit: Brian Williams Spy Photos Chrysler Performance Sedan chrysler 300 srt8