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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

Sergio: Two-tier wage structure eliminated in FCA deal with UAW [w/video]

The two-tiered wage structure that governs the way domestic car companies pay their unionized employees – and rankles many of them in the process – could soon be a thing of the past. In a tentative deal seen as a bellwether for other ongoing negotiations, the United Auto Works and Fiat Chrysler Automobiles reached a tentative agreement on a four-year contract that would disband the two-tier structure, in which some workers earn higher hourly wages for performing the same job, over time. Officials who announced the tentative agreement late Tuesday in Detroit were short on details of its contents and union members still must ratify it. But FCA CEO Sergio Marchionne said the two-tiered structure will disband by the end of the contract. "The team has crafted together a very thoughtful process, where the issue will go away, go away over time," he said. Further details weren't divulged. Union negotiations with Ford and General Motors are ongoing, so hammering together a deal that sheds the two-tier structure with Chrysler first could set a precedent followed by the other members of Detroit's Big Three automakers. Other key issues that emerged in negotiations with FCA included escalating health-care costs and rewarding workers for the health of the auto industry. But dealing with the two-tier structure, born as GM and Chrysler circled bankruptcy during the Great Recession, was something the UAW wanted to confront. "The UAW has a philosophy about the economic balance of this country and the inequality, and our mission is to bridge the gap in this country," UAW president Dennis Williams said. "It's gotten out of whack. ... We don't want to share anything, and I truly believe that corporations that have that set of mind have lost their way." The UAW's executive board was expected to review the tentative agreement this morning before a union membership vote is scheduled. For Marchionne, who skipped the Frankfurt Motor Show to shepherd the negotiations during their final hours, the tentative agreement means he can shift his concern back toward pushing an FCA merger with General Motors or another company and touting the idea of industry consolidation in general. "The other side of this is capital usage in this business, which is something that remains unsolved," he said. "It makes the labor side sort of pale in comparison, given the magnitude of the potential synergies and benefits we'd be deriving from an intelligent approach.

Junkyard Gem: 1964 Plymouth Valiant V-200 Wagon

When Chrysler introduced the Valiant for the 1960 model year, the automotive world had no idea that this new compact would become one of the most successful products in the company's history. Valiants and its A-Body siblings were built and sold by the millions around the world, with production continuing into the early 1980s (in Australia and South America). The sales pinnacle for the Valiant in the U.S. was 1964, and today's Junkyard Gem is one of those cars: an upscale V-200 station wagon, found in a Denver-area wrecking yard a few weeks back. The Valiant began life as its own marque, became a Plymouth for 1961, left Plymouth for 1962, then returned as a Plymouth model until American Valiant production ceased in 1976, and the Volare took its place. You'll barely see any mention of the Plymouth brand in the 1964 Valiant brochure, and Plymouth badging on the '64s was minimal. You could get the 1964 Valiant wagon as the base V-100, starting at $2,273, or as the nicer V-200 with its $2,388 price tag (that's about $21,150 and $22,220 in 2022 dollars). Valiant coupes and convertibles could be had with the even swankier (by cheap small-car standards) Signet trim level. As Ford showed us in the middle 2000s, numbers are just classier if you spell them out on emblems. In the middle 1960s, substituting an automatic for the base three-on-the-tree column-shift manual transmission jacked up the price of an affordable car by an eye-watering amount. The Torqueflite three-speed automatic and its slick-looking push-button shifter cost 172 bucks extra (around $1,600 today), which made the car more than 7% costlier. A four-on-the-floor manual was available for the first time in a new Valiant that year, but it cost $180. Also new for the 1964 Valiant was a V8 option (a 273-cubic-incher rated at 180 horsepower), but this car has the good old Slant-6. If it's the engine that came with the car when it rolled off the assembly line, it's a 101-horse example with 170 cubic inches… but these cars are notorious for getting engine swaps early and often and I didn't check the block casting numbers. The cassette deck tells us that it was being driven as recently as the late 1980s through middle 1990s. There's some rust in the usual spots, about what this car would have acquired by 1967 if it had stayed in Michigan. This car could have been restored, though the expense for rust repair and interior refurbishment wouldn't have been a good investment from a financial standpoint.