posted 11-07-2003 07:28 AM         

Mopar®'s Speedshops Focus on Performance Business:
Muscle, Street and Speed

Las Vegas, Nov 04, 2003 -

 One year after announcing the creation of a new retail concept,
Speedshops, Chrysler Group’s Mopar® brand returned to the annual
Specialty Equipment Market Association (SEMA) Show to announce
the official grand opening of Mopar Speedshops nationwide.  
Innovative product announcements and Mopar’s new category-specific
performance catalogs also highlighted the manufacturer’s presence at
SEMA.

Mopar has been an automotive industry icon since the 1960s, when it
defined the muscle car era with performance parts and accessories
for car enthusiasts.  The timeline has changed -- from the 1960s and
‘70s to a new millennium -- but the passions of car lovers haven’t.
Today, Mopar announced that it will focus special attention on three
specific groups of enthusiasts:  The “Muscle” group with which Mopar
has always enjoyed a special relationship, the new “Street” crowd
that’s satisfying a new generation’s passion for cars and the serious
racers whose focus is on “Speed.”

The Speedshop is a showcase for the new line of performance parts
and accessories from Mopar. The Dodge SRT-4, Sport Compact Car
of the Year for 2003, offers a unique platform for customization.
Mopar’s Stage 1 Turbo Upgrade and Turbo Blow Off Valve have
already been a retail success with these owners. With 10 new
Chrysler Group launches in the 2004 calendar year, the Speedshops
will be ready to cater to customers’ new car parts and accessory
needs.

Last year, the response was overwhelmingly positive when Mopar
introduced the Mopar Speedshop concept at the SEMAShow and to
dealers.  Hundreds of Chrysler, Jeep® and Dodge dealerships have
inquired about becoming a Speedshop dealer.  These dealers
understand that the Mopar Speedshop is a unique opportunity to
create a “store within a store” and sell the parts their customers
demand.  Whatever the customer’s needs, interests or passions, the
Mopar Speedshop is a retail environment that has it all in the way of
Mopar products.

As a result of the positive response to the Speedshop concept,
dealers will open 40 Mopar Speedshops across the country in the
coming months.

“We want the Mopar Speedshops in dealerships to become the
places that enthusiasts think of and go to when they are enhancing
the performance or appearance of their Chrysler, Jeep or Dodge
vehicle,” said Christine Cortez, Senior Vice President - Global Service
and Parts.  "Whether the focus of our customer’s passion is on
muscle cars, the new street scene or on serious racing, Mopar
Speedshops are where they will find the latest innovation in
performance and accessories,” added Cortez.

Mopar Speedshops Give Dealers a Connection to the Tuner
Trend
SEMA has been the main event for aftermarket companies to display
what was possible with creativity and hard work.  Since 1976, Mopar
has been a part of SEMA and has grown with the organization as the
popularity of car hobbyists and enthusiasts has exploded into a $26
billion annual business.

The goal of the Mopar Speedshop concept is to provide a place where
car enthusiasts can go to get authentic Mopar parts, talk to product
experts and generally “hang out” with other Mopar car lovers.

Through both its retail Speedshops and three new category-specific
catalogs, Mopar is able to satisfy the needs of enthusiasts,
regardless of their passion: Muscle, Street or Speed.

"Identifying the three types of Mopar enthusiasts allows us to offer an
incredible array of products in the Speedshops," said Kevin Miller,
Senior Manager - Mopar Performance and Brand Marketing. "We will
have the items the car buffs are looking for to express their creativity
and personalities through their vehicles using Mopar parts."

Sport compact drag racing standout Shaun Carlson , NHRA Funny
Car driver Gary Scelzi and sprint car stars Danny Lasoski and J.J.
Yeley will be on hand when the SEMA Speedshop opens. Carlson’s
Dodge SRT-4 Pro FWD drag car has recorded the fastest quarter-mile
time ever for a front wheel-drive-vehicle. Scelzi holds the NHRA
Funny Car top speed record of 329mph, recorded in September 2003
in a Dodge Stratus. And on the dirt tracks, Mopar-powered sprints
and midgets have combined for a record number of wins in 2003,
clinching the USAC championship and runner-up in the World of
Outlaws championship.

Mopar has been the Chrysler Group's parts brand since 1937. Mopar
Parts is the exclusive original equipment supplier of parts,
components and accessories for Chrysler, Dodge and Jeep vehicles
sold around the world.