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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

2017 Fiat 124 Spider priced below most Miatas

The Fiat 124 Spider and Mazda MX-5 Miata might be siblings, but all that means is the rivalry between the two cars will be unusually intense. Pricing for the reborn 124 has been released and is added proof of that fact – aside from the very base trim, the turbocharged Italian is cheaper than its Zoom-Zoomy brother. Fiat's base model, the 124 Spider Classica, starts at $25,990. The MX-5 Sport isn't much cheaper, at $25,735. Both cars get 16-inch alloy wheels, black cloth seats, LED taillights, but the Mazda will throw in LED headlights. It's also interesting to note that the two cars have differing destination charges – $995 for the Fiat and $820 for the Mazda. Move up to the mid-range Fiat, and you'll start to see the "Italian" car eke out a pricing advantage. The Lusso, Italian for luxury, rings up at $28,490 compared to the MX-5 Grand Touring's $30,885. Yes, we're comparing the middle-tier 124 to the range-topping Mazda, because the mid-range, enthusiast-oriented Club is more analogous to the 124's Abarth model. The Lusso matches the MX-5 GT with 17-inch alloys, heated leather seats, a 7.0-inch touchscreen with navigation, and dual-zone automatic climate control. The Mazda does come with a bevy of safety features as standard – blind-spot monitoring, lane-departure warning, and automatic high-beam control – which look to be optional on the Fiat, so take that into consideration if you're thinking about buying one of the two. We enthusiasts are most interested in the matchup between the 124 Spider Abarth and the MX-5 Club. The scorpion-badged 124 starts at $29,190 and the Club at $29,420. You'll get more power – 10 additional ponies according to FCA – as well as all the performance goodies from the Club. There are Bilstein-tuned shocks, a mechanical limited-slip diff, and a front strut bar, plus a very imposing exhaust note. Recaro seats will be an optional extra, as will Brembo brakes (the MX-5 bundles them with BBS wheels). Finally, there's the 124 Spider Prima Edizione Lusso. The limited-edition wears Azzurro Italia (translation: pretty blue) paint and rings in at $35,995, which gets you a bunch of swag on top of the normal Lusso stuff. Oh, and if you choose the automatic transmission, you'll be punished with a $1,350 charge, regardless of which Fiata you go for. That's less than the premium Mazda charges for an automatic on an MX-5 Club or GT, but more than the $1,480 extra it charges for a two-pedal Sport.

Fiat's Ecobasic concept shows what the city car of the future looked like in 1999

In the late 1990s, Fiat set out to prove cheap and eco-friendly weren't mutually exclusive. It argued a car could be both with an innovative, opinion-cleaving concept named Ecobasic built to preview the econobox of the future. Fiat quietly presented the Ecobasic at the 1999 edition of the Bologna auto show, which was still a big deal 21 years ago, and it displayed it again at the following year's Geneva show. Its high-top Converse-shaped silhouette turned heads everywhere it went, and that was only the beginning. Looking closer revealed its front end received a transparent panel that let users add oil, coolant, wiper fluid, or give the battery a jump. Audi adopted a similar solution for its A2. It had one door on the driver's side, two on the passenger's side, and a transparent hatch underlined by a pair of horizontal lights. It stretched 137.7 inches long, 67.3 inches wide, and 57.8 inches tall, dimensions that made it about two inches taller, three inches wider, and an inch lower than a modern-day 500. Keeping manufacturing costs in check was a priority, so Fiat used plastic body panels dyed with color during the production process and mounted them to a steel structure, a configuration not unlike the Smart ForTwo's. They were designed to be recycled at the end of the car's life cycle. Inside, the passengers were treated to a marvelous exercise in simple, back-to-the-basics design. The driver sat in front of a four-spoke steering wheel, while a speedometer and a fuel gauge were integrated into a pod that sprouted from the center of the dashboard. The automatic transmission's gear selector, a handful of buttons, and the HVAC controls were aligned below it. The domed, bolted-down hood covered a 1.2-liter four-cylinder turbodiesel developed specifically for the Ecobasic. It showcased Fiat's Multijet common-rail technology, which promised improve fuel economy without compromising power. On paper, that's exactly what it achieved. The four developed 61 horsepower at 3,500 rpm and 118 pound-feet of torque at 1,800 rpm, which were reasonably respectable figures for an Italian city car made in the late 1990s, and it returned nearly 80 miles per gallon. Fiat quoted a 13-second 0-62-mph time. The company apparently did not blush when it hinted it could build 200,000 units of the Ecobasic annually and sell each one for approximately 5,000 euros, a price which would have made it one of the cheapest new cars sold in Europe.