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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

We wish the Fiat Toro compact pickup would come to America

Ready for another round of wailing and gnashing of teeth? Then let the Brazilian-market Fiat Toro pickup commence the lamentations about our domestic lack of compact pickup trucks. Previewed by the FCC4 concept showed at last year's Sao Paolo Motor Show, and then this mule, the little double-cab is rumored to be based on the Small Wide 4x4 corporate architecture that supports the Jeep Renegade. At 193.5 inches long, the Toro is 26 inches longer than the Renegade, 20 inches shorter than the Chevrolet Colorado extended cab, and ten inches shorter than the 2011 Ford Ranger. The Toro is offered in three trims - Urban, Adrenaline, and Country - and two drive options. The Urban comes in a front-wheel drive configuration, and gets a 1.8-liter E-Torq Flex four-cylinder with 138 horsepower mated to a six-speed automatic. Adrenaline is also 4x2 only, but buyers will get a 2.0-liter Multijet turbodiesel with 170 hp tied to that six-speed auto or a six-speed manual. The top Country trim is the only one with 4x4 and it gets all the powertrain options: the 1.8-liter with the six-speed auto, or the 2.0-liter diesel with either a six-speed manual, six-speed auto, or nine-speed automatic. The manual can be specced with 4x2 or 4x4, the nine-speed only comes in 4x4. The turbodiesel has up to 280 pound-feet of torque in other Fiat applications. Fiat Brazil says it can carry five in "the comfort of a luxury car." That might be a bit much, but it is tow-rated for 2,200 pounds and can be optioned with appealingly useful and decorative features like xenon headlights, LED DRLs, fog lights, bright underbody protection, Uconnect with a five-inch touchscreen, light and rain sensors, and a sunroof. The smaller Fiat Strada, a compact Brazilian-market pickup we drove in 2013 that 74 percent of you said Fiat should bring here, managed an easy 50 miles per gallon with a 1.3-liter turbodiesel with 94 hp and 148 lb-ft. The Toro wouldn't be that sippy with fuel, but we have a feeling it'd be more than pleasing to those still hankering for a genuinely small truck with some comfort features and a decent tow rating. We also have to wonder if such a machine, perhaps with the powertrain options of the Jeep Renegade, might help with Fiat's lagging US sales figures. Related Video:

The right way to own and operate a vintage Fiat 500

Annetta Calisi and her husband have restored their Fiat 500D to the same specification with which it left the factory in 1964. The result is a cheeky yellow cinquecento that looks the part of a 1960's movie star car. For that matter, so does Annetta, who dresses appropriately mod for this latest Petrolicious video, The Speed of Sunshine.
At one point in the video, the lucky owner mentions, "I keep saying 'fun' don't I?" which does a fine job of summing up what it must be like to own this little rascal. Watch below, and smile.
Have you seen the rest of the really well-made Petrolicious video series? If you like classic metal, well shot and well recorded, you should check out our tag page, here (we think you've earned a little video break).