Chrysler Group LLC wants you to know that you can have it your way when buying a new car or truck, and the company is devoting a big hunk of its space in Cobo Center this year to making sure you do.
Along with areas devoted to each of its vehicle brands — Chrysler, Dodge, Jeep, Ram, Fiat and SRT — Chrysler is setting aside 5,500 square feet of its display for Mopar, its factory parts and accessories business, in an effort to showcase the new offerings available from the Mopar Custom Shop, factory upfitters that are now located on-site at each of the automaker’s North American plants.
It will be Mopar’s largest display ever at the North American International Auto Show, which opens to the press Monday and to the public Jan. 18.
“We will have vehicles and parts displays to help the consumer understand the options that are available to them,” said Tricia Hecker, head of marketing for the Mopar brand at Chrysler. “We’re trying to highlight the broad scale of the Mopar Custom Shop.”