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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

Weekly Recap: Chrysler forges ahead with new name, same mission

Chrysler is history. Sort of. The 89-year-old automaker was absorbed into the Fiat Chrysler Automobiles conglomerate that officially launched this fall, and now the local operations will no longer use the Chrysler Group name. Instead, it's FCA US LLC. Catchy, eh? Here's what it means: The sign outside Chrysler's Auburn Hills, MI, headquarters says FCA (which it already did) and obviously, all official documents use the new name, rather than Chrysler. That's about it. The executives, brands and location of the headquarters aren't changing. You'll still be able to buy a Chrysler 200. It's just made by FCA US LLC. This reinforces that FCA is one company going forward – the seventh largest automaker in the world – not a Fiat-Chrysler dual kingdom. While the move is symbolic, it is a conflicting moment for Detroiters, though nothing is really changing. Chrysler has been owned by someone else (Daimler, Cerberus) for the better part of two decades, but it still seemed like it was Chrysler in the traditional sense: A Big 3 automaker in Detroit. Now, it's clearly the US division of a multinational industrial empire; that's good thing for its future stability, but bittersweet nonetheless. Undoubtedly, it's an emotion that's also being felt at Fiat's Turin, Italy, headquarters as the company will no longer officially be called Fiat there. Digest that for a moment. What began in 1899 as the Societa Anonima Fabbrica Italiana di Automobili Torino – or FIAT – is now FCA Italy SpA. In a statement, FCA said the move "is intended to emphasize the fact that all group companies worldwide are part of a single organization." The new names are the latest changes orchestrated by CEO Sergio Marchionne, who continues to makeover FCA as an international automaker that has ties to its heritage – but isn't tied down by it. Everything from the planned spinoff of Ferrari, a new FCA headquarters in London and the pending demise of the Dodge Grand Caravan in 2016 has shown that the company is willing to move quickly, even if it's controversial. While renaming the United States and Italian divisions were the moves most likely to spur controversy, FCA said other regions across the globe will undergo similar name changes this year. Despite the mixed emotions, it's worth noting: The name of the merged company that oversees all of these far-flung units is Fiat Chrysler Automobiles. Obviously the Chrysler corporate name isn't completely history.

FCA, Waymo expand plans: 62,000 more self-driving vehicles, potential retail sales

If you live in Phoenix, you may have seen one of Waymo's 600 autonomous Chrysler Pacifica Hybrids ferrying passengers around town. You may have even been one of the riders. You're likely to see a lot more of them, too. Today, FCA announced that it will deliver up to 62,000 additional Chrysler Pacifica Hybrid's to Google's automated driving technology company. The expansion of the partnership between FCA and Waymo goes beyond growing the fleet. The companies have also announced that they're considering making Waymo's tech commercially available to FCA vehicle retail customers through a possible licensing partnership. FCA would build the cars, and Waymo would provide the self-driving system. "FCA is committed to bringing self-driving technology to our customers in a manner that is safe, efficient and realistic," said FCA boss Sergio Marchionne. Waymo CEO John Krafcik added, "Waymo's goal from day one has been to build the world's most experienced driver and give people access to self-driving technology that will make our roads safer. We're excited to deepen our relationship with FCA that will support the launch of our driverless service, and explore future products that support Waymo's mission." That service, expected to launch later this year, will allow the public to use Waymo's app to hail a ride from one of its self-driving minivans. To date, vehicles equipped with Waymo automated driving tech have logged over 6 million cumulative miles in testing. As of late last year, Waymo's self-driving cars needed far less human intervention than the competition. Earlier this year, Waymo also announced a partnership with Jaguar Land Rover to deploy autonomous Jaguar I-Pace EVs. The plans for an expanded partnership come on the same day Japan's SoftBank announced a $2.2 billion investment in GM's Cruise self-driving division. Related Video: News Source: FCA, WaymoImage Credit: Joe White / Reuters Green Chrysler Technology Emerging Technologies Minivan/Van Autonomous Vehicles Electric Hybrid Sergio Marchionne Waymo john krafcik