Mopar(R)'s Speedshops Focus on Performance Business: Muscle, Street and Speed

LAS VEGAS, Nov. 4, 2003 -- One year after announcing the creation of a new retail concept, Speedshops, Chrysler Group's Mopar(R) 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 SEMA Show and to dealers. Hundreds of Chrysler, Jeep(R) 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.

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