Chrysler Group LLC wants you to know that you can have it your way when buying a new car or truck, and the company is devoting a big hunk of its space in Cobo Center this year to making sure you do.
Along with areas devoted to each of its vehicle brands — Chrysler, Dodge, Jeep, Ram, Fiat and SRT — Chrysler is setting aside 5,500 square feet of its display for Mopar, its factory parts and accessories business, in an effort to showcase the new offerings available from the Mopar Custom Shop, factory customizers that are now located on-site at each of the automaker’s North American plants.
“We will have vehicles and parts displays to help the consumer understand the options that are available to them,” said Tricia Hecker, head of marketing for the Mopar brand at Chrysler. “We’re trying to highlight the broad scale of the Mopar Custom Shop.”
Thanks to these new factory customization shops, customers can have a wide array of parts and accessories installed on their Chrysler vehicles when they order them — everything from performance modifications such as cat-back exhaust systems and cold air intakes to added bling in the form of custom wheels and spoilers.
The company has even developed an “augmented reality” app for the iPad to help Ram buyers customize their trucks. It pops up when the tablet’s camera is pointed at a Ram logo on any display model in the showroom. Ram trucks are among the most customized vehicles Chrysler sells.