No Reserve! 1997 Chrysler Sebring 2d V6 2.5l on 2040-cars

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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

The Chrysler Pacifica has clever 'Stow 'n Place' roof rack crossbars

While we focused yesterday on all the places you can store stuff (and especially bottles) inside the Toyota Sienna interior, today I thought I'd point out how another minivan makes it easier to store stuff up on the roof. The 2021 Chrysler Pacifica includes a clever integrated roof rack system dubbed "Stow 'N Place" that basically lets you store the cross bars on the van itself rather than somewhere in the garage. But wait, can't you always just leave crossbars on your car? Sure, if you want to live with extra wind noise and a fuel economy reduction. You see, the Pacifica stores them flush within a rail unit running length-wise with the roof. Basically, they're hidden away until you need them. The Subaru Outback has something similar to this, which we've previously reviewed. With its integrated crossbars, you just flip open a latch, fling the bar to the opposite side of the car and plug it in. Then repeat. It couldn't be simpler. Although the Chrysler system is more complicated, it does have a key advantage. Let's see how they work.  Chrysler tries to use chrome trim in order to create the visual illusion of raised roof rails from afar, but up close ... ... they clearly aren't. It's just a G.O.B.-grade illusion created by the chrome trim arching over black plastic trim.  You have to unscrew each end of the bars by turning these little pieces.  The bars are then completely detached from the van. You then have to articulate each of the bars so that they go from their straight, flush-mounted position to the necessary raised position. That's quite easy to do. Be careful, though as these suckers are sturdy metal. You don't want to drop one onto those fancy glass roof panels.  Subaru avoids all this and allows you to simply swing the bar across by utilizing a bulky rail housing that raises them up to the necessary height, but provides a visual that probably gives some car designers nightmares.   There are letters at each mounting point that align to those on a bar end. So, make sure to go A with A, D with D, etc.  However, you have two options for placing the C/D bar, meaning you're not stuck with a one-size-must-fit-all gap as with the Subaru. This is without question the advantage to Chrysler's approach here. So voila! What once didn't have crossbars now has them. It might not take seconds as with the Outback, but they're sure-as-hell quicker and easier to install than aftermarket crossbars.

Junkyard Gem: 1989 Chrysler TC by Maserati

Lee Iacocca's friendship with Alejandro de Tomaso went way back, and it led to the Ford-powered De Tomaso Pantera being born in 1971 (when Iacocca was running Ford). After Iacocca moved over to head Chrysler in 1978, he began working with de Tomaso (who owned Maserati by that point) to develop a sports coupe based on the Chrysler-salvation K-Car platform. It took quite a while, but eventually that car became reality: the Chrysler TC by Maserati (officially known as Chrysler's TC by Maserati). Some 7,300 were built through 1991, and I've found one of them in a Denver-area car graveyard. I've managed to document four of these cars in their final parking spots prior to this one, in wrecking yards in Colorado, California, and Wisconsin. The Chrysler's TC by Maserati does have a devoted following, but they can't save 'em all. The TC really was assembled by Maserati in Italy, but the underlying chassis was taken from the Dodge Daytona. The body bore a strong resemblance to that of the Chrysler LeBaron GTC, which was unfortunate considering the price difference between the two cars: the MSRP on the 1989 TC was $33,000, while the LeBaron GTC cost $17,435 (that's about $80,880 and $42,730 in 2022 dollars). The TC had three different engines driving the front wheels over its short lifetime: two varieties of turbocharged Chrysler 2.2 four-cylinder (one with 160 horsepower and one with a Cosworth cylinder head with 200 horsepower) and that good old workhorse of a Mitsubishi V6: the 6G72, with 141 horses. This car has the 160hp 2.2. The Cosworth-headed cars (500 were built) got a five-speed manual transmission, but the other 6,800 TCs got a Chrysler slushbox of either three or four speeds (this one is a three-speed). There was a lot of snobbish disapproval of the TC by the automotive press, but just look at that interior! Even the most over-the-top LeBaron never got this level of swank inside.  Every time I write about one of these cars, I hear that the factory hardtop roof is worth fantastic money… but four out of the five examples I've found in junkyards had the hardtop, and I think every single one went to the crusher with its car. How many miles? Not many! Maybe the speedometer cable broke in 1995. The radio and HVAC controls are straight LeBaron, but the wood and leather are the real thing.