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Mopar's 80 years told through vintage ads

It's more than just car parts. Mopar started in 1937 an antifreeze brand, and 80 years later Fiat Chrysler's now-iconic aftermarket division is known for everything from muscle cars to smart phone apps. This is reflected in its advertisements over the years, which show off the brand's capabilities at different moments. Rediscovered from deep in Mopar's archives as it kicks off a year-long celebration of its history, the ads are snapshots of the former Chrysler Corp. and the mood of America at those times. A colorful, free-spirited 1972 ad hawks T-shirts. A plainer 1964 spot shows off Mopar's expansive portfolio with the tagline, "sorry, we ran out of space!" There were too many parts to show them all. Another 1960s ad explains Mopar's new wire and cable products in what was likely a magazine spread or multi-column newspaper entry. Going back farther, an ad from the 1940s touts radios through wind-in-your-hair exuberance, while a later placement shows a Ward Cleaver-type waxing his hardtop. Slightly more recently in 1989, Mopar used its muscle-car heritage to encourage restoration and customization just as nostalgia for that era was growing. "The Mopar brand holds an unparalleled place in the automotive world, possessing name recognition, scope of service, and passionate enthusiasts unmatched by any other service and parts organization in the industry," Pietro Gorlier, Mopar's global chief, said in a statement. While those advertisements highlight its earlier days, Mopar is using its 80th year to look forward, noting its modern service offerings, competition in motorsports, and special edition models, like a custom Ram Rebel. These ventures have advanced the Mopar's scope and elevated its awareness with consumers, who often don't know what brand of aftermarket products their car uses. Yes, Mopar still wants to sell as many car parts as possible, but as these ads show, it's always been more than that. Related Video: Featured Gallery Vintage Mopar Ads Marketing/Advertising Chrysler Fiat Automotive History

Fiat talking with banks about buying rest of Chrysler

All that stands in the way of Fiat's total ownership of Chrysler is a 41.5-percent stake currently held by the United Auto Workers healthcare trust, but according to SFGate.com, Sergio Marchionne is currently trying to raise the capital to complete the acquisition. The article says that a deal could be completed in as soon as 12 months, and the estimate for the remaining stake could cost Fiat SpA around $2.98 billion.
With a goal of completing the deal by the end of 2014, Marchionne is said to be in talks with various banks to help finance some of the deal. According to the report, the banks have indicated a need for a stronger balance sheet, controlled debt and reserve cash.
Two things that don't seem to be on the table to get the deal completed include issuing new shares to raise the capital or selling a stake in Ferrari. Fiat started with a 20 percent share of Chrysler in June 2009, and it raised its stake up to 58.5 percent in January 2012.

Junkyard Gem: 1987 Chrysler Conquest TSi

If you feel like stumping your friends with a very trivial car-trivia question, try this one: What car model was sold in the United States with badging from Plymouth, Dodge, and Chrysler? They'll tell you it's the Neon, which was badged as a Chrysler outside of the USA, and you'll point out the "in the United States" qualification and feel smug in your superior automotive knowledge. The correct answer is, of course, the Conquest, which was a rebadged Mitsubishi Starion. Here's a Chrysler Conquest TSi, found in a Denver-area self-service wrecking yard. The TSi was the factory-hot-rod version of the Conquest, with intercooling for its 2.6-liter Mitsubishi Astron four-cylinder engine and 176 horsepower— pretty serious for 1987. For 1984 through 1986, the Conquest could be had with either Dodge or Plymouth branding; the 1987-1989 Conquests are all Chryslers. This one is rough, though the odometer shows that it never even reached 150,000 miles. Here's a Grateful Dead sticker, presumably bought on Shakedown Street at some point before Jerry Garcia's death in 1995. TURBO was a powerful word during the 1980s, so much so that the Starion/Conquest came with seat belts emblazoned with the sacred word. I still see the occasional Starion or Conquest during my junkyard travels, but the Chrysler Conquest is the rarest version these days. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.