1985 Chrysler Woodie Convertible on 2040-cars

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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

Renault delays decision on merger with Fiat Chrysler

PARIS — Renault has delayed a decision on whether to merge with Fiat Chrysler Automobiles, a deal that could reshape the global auto industry as carmakers race to make electric and autonomous vehicles for the masses. The deal still looks likely, but faced new criticism Tuesday from Renault's leading union and questions from its Japanese alliance partner Nissan. The French government is also putting conditions on the deal, including job guarantees and an operational headquarters based in France. The French carmaker's board will meet again at the end of the day Wednesday to "continue to study with interest" last week's merger proposal from FCA, Renault said in a statement. A Renault board meeting Tuesday to study the deal was inconclusive. The company didn't explain why, but a French government official said board members don't want to rush into a deal and are seeking agreement on all parts of the potential merger. The official, who spoke on condition of anonymity in line with government policy, told The Associated Press the conditions outlined by France's finance minister still "need to be met." France and Italy are both painting themselves as winners in the deal, which could save both companies 5 billion euros ($5.6 billion) a year. But workers worry a merger could lead to job losses, and analysts warn it could bog down in the challenges of managing such a hulking company across multiple countries. And a possible loser is Japan's Nissan, whose once-mighty alliance with Renault and Mitsubishi is on the rocks since star CEO Carlos Ghosn's arrest in November. Nissan CEO Hiroto Saikawa cast doubt Tuesday on whether his company will be involved in a Renault-Fiat Chrysler merger — and suggested adding Fiat Chrysler to the looser Renault-Nissan-Mitsubishi alliance instead. Saikawa said in a statement that the Renault-Fiat Chrysler deal would "significantly alter" the structure of Nissan's longtime partnership with Renault, and Nissan would analyze its contractual relationships to protect the company's interests. If Renault's board says "yes" to Fiat Chrysler, that would open the way for a non-binding memorandum of understanding to start exclusive merger negotiations. The ensuing process — including consultations with unions, the French government, antitrust authorities and other regulators — would take about a year. A merger would create the world's third-biggest automaker, worth almost $40 billion and producing some 8.7 million vehicles a year.

What car should James Robertson buy to drive his famous 21-mile commute?

The Internet has been abuzz this week with the story of Detroit resident James Robertson, the 56-year-old factory worker who has walked some 21 miles to work for the last 10 years. The Detroit Free Press brought Robertson's story to the fore, helping an online fundraising campaign to generate more than $275,000 (as of this writing). The original goal was just $5,000, or about enough to replace the used Honda that died on Robertson back in 2005, and left him walking. So, newly flush with funds, what's the perfect car for Robertson to buy? Let's look at the specifics of his situation, and try to pick out the best options. Here's what we know: Robertson's commute is (famously) 21 miles; he lives in downtown Detroit (for now) and seems pretty humble, so something very flashy is probably out; former Honda aside, his ties to the city (and statements about being a Ford fan) seem to indicate a Detroit Three company product is best; he's a single guy with a girlfriend; he's got to deal with Michigan weather, and the sometimes fickle snow removal processes in The D. Here are some choices: Ford F-150 Robertson is on record as being a Taurus fan, and after a decade of walking I've no doubt that the big sedan would offer a cozy respite. Still, as a car guy and a student of the industry, I'd have a hard time recommending a sedan so clearly in need of replacement. Especially when The Blue Oval has such great stuff within the rest of its roster. The 2015 F-150 seems almost perfect for Robertson. Opting for either of the new EcoBoost V6 engines should help keep fuel bills in reasonable check, while healthy ride height and four-wheel drive will get him to work on time even during the snowiest of snow days. Better still, with a fat options sheet and car-like ride quality, Robertson can have just about every amenity he might want, in a package that won't disrespect his blue-collar roots. Chevrolet Colorado You guys saw this one coming, right? The smaller footprint of the midsize Chevy pickup, relative to some of the other options here, should be an advantage for urban parking and driving. And again, 4x4 is an option for the nasty weather, the running costs should stay pretty low and there aren't many tech/luxury features that can't be had in-cabin. I'd go ahead and splash out on the Crew Cab bodystyle, too, just in case Robertson feels like starting a carpool.