Trademarketing Resources
Case Studies Classic Car

Chrysler LLC

Brands: Mopar, Dodge, Plymouth, Jeep, Chrysler

Product: Mopar Authentic Restoration Products

Since the mid 1990’s, the market for 1960’s and early 1970’s vintage muscle cars, cars like the Road Runner, ‘Cuda, GTO, and Chevelle, has literally exploded. The convergence of a variety of events is driving this growth: aging baby-boomers finally being able to afford the car they longed for when they were young, the emergence of technology to be able to accurately reproduce parts for these vehicles in relatively small quantities (which allowed more of the cars to be returned to the roads), the self-fueling growth in value of the desirable cars as investment capital seeks a home that promises a return greater than the 3 or 4% bonds often yielded (investors bid up the price of the cars, which has continued to draw in more investors, which in turn drives up the value of the vehicles…), and most importantly, old muscle-cars, led by the “Mopar Brigade” of Dodges and Plymouths, are cool again, even “muscling into” numerous cable TV shows. Most importantly to Chrysler LLC, the enthusiasts who are at the core of the hobby/business not only are disproportionate purchasers of new vehicles, they are the sources of information for family, friends, neighbors, and acquaintances about which new vehicle to buy. Chrysler LLC sees these individuals as key allies in the new-car market share wars.

The TRI Solution
TRI executives pioneered the business of licensing automotive parts, dating back to the early 1980’s at the then Chrysler Corporation through the time that they built the GM Restoration Parts Program into an industry leader. Most importantly, TRI’s processes functioned flawlessly to structure a program that is a “win” for all the participants. Licensees are afforded access to tooling, blueprints, technical expertise, and even the wisdom of the players who designed the cars that are at the pinnacle of the muscle-car world. Licensees can get parts to market quicker and more cost-effectively. The professional restorers are able to do their jobs better. Most importantly, the consumer bond between “Mother Mopar”, as the enthusiasts lovingly refer to Chrysler LLC, and these enthusiasts has flourished. TRI has assembled a group of over 50 licensees that are making virtually every part needed to put that Hemi ‘Challenger or 440 Six-Pack Road Runner together like new. Program royalties fund the operation and other promotional efforts inside Mopar’s performance group. Infringing parts are disappearing from the market as TRI controls are implemented. Chrysler LLC receives constant positive brand reinforcement for all its marquee and heritage marks, the Mopar brand positioning as the best choice for your Chrysler LLC vehicle is fully supported, ownership of currently used trademarks are protected and ownership of brands that could conceivably be resurrected (like the Aspen, as a recent example) is extended, and a reliable and growing stream of promotional dollars from sales of licensed products is assured.

For more information on the Mopar Authentic Restoration Products Program, or to request a copy of the Mopar Authentic Restoration program Licensee List, please click here

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