In a move anounced by Chrysler the other day, Mopar (the high performance parts manufacturing wing of Daimler Chrysler), said that they are aiming to bring Jeep under the high performance umbrella.
DaimlerChrysler’s vice president of global service and parts, announced that Chrysler would like Mopar to tackle the off-road world the same way it conquered the drags strips in the 1960s.
It could be a smart move. With Jeep as part of the DaimlerChrysler Group, spreading the Mopar image to off-road enthusiasts would be a method of expanding the brand while remaining within the Chrysler family.
While not as popular as it was forty years ago, Mopar loyalists continue to devote themselves to the performance brand. Recently, Mopar has sponsored a Dodge Viper in the relatively new sport of drifting in an attempt to build a younger consumer base and Mopar parts have also been available for the outgoing Dodge Neon SRT4.