Chrysler LLC
Brands: Mopar, Dodge, Plymouth, Jeep, Chrysler
Product: Mopar Authentic Restoration Products
Background
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.