Chrysler to promote Mopar brand in the Middle East
Mopar is a name that’s well-known in the States, but not elsewhere. It started out as the brand for the Chrysler Group’s parts and accessories division. Now they are pushing hard in the the Middle East market as they aim to improve service standards and customer care, as well as offer easier access to aftermarket accessories. After the formation of Fiat Chrysler Automobiles, Mopar logos will now be incorporated on aftersales parts for Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Fiat Professional, Jeep, Lancia, SRT and RAM brands. We recently had a chance to sit down with Pietro Gorlier, President and CEO for Mopar brand Service, parts and customer care, and spoke about future plans for the company.
According to Pietro, Mopar is planning to open 24 ExpressLane quick service centres in the region, with eight opening this year and a total of 50 by 2017. In the UAE, currently there is one quick service centre at the Abu Dhabi dealer Western Motors, with plans to open more in Dubai very soon.
The Dubai-based Mopar Regional Distribution Centre in Jebel Ali stocks over $10 million worth of parts to ensure general distributors and local sales companies, and subsequently the customers, in the Middle East and Africa don’t have to wait long for delivery of parts.
Mopar is planning to increase the presence of their aftermarket parts divisions at regional Chrysler dealer showrooms, making it easier for customer to add parts to their new vehicles. For added convenience, Chrysler is planning to launch an online configurator, in both English and Arabic, which lists all the parts available to customers and gives a virtual image of what the car will look like if you opt for any of the visual upgrades.
All parts come with warranty, and the performance parts will not void the vehicle warranty, thus increasing customer confidence. Also Mopar keeps a close eye on the traffic rules and regulations of each country, to ensure that any of the performance parts offered for the vehicles are within the laws of the country.