Personalized Cars, Brand Connections Help Drive Chrysler Sales

AUBURN HILLS, MI – Chrysler looks to expand ways for drivers to feel more connected with their cars through custom accessories, enhanced trim packages and even branding partnerships with clothiers.

For the first time, buyers of Fiat products can have Mopar accessories added to their vehicles before they take delivery. Custom items such as Katzkin-brand leather seats, surfboard racks and bike racks can be ordered at the dealer, and they are installed during assembly.

More than 60 Mopar parts for Fiat vehicles are available for dealer financing, Fiat’s North American President and CEO Tim Kuniskis tells reporters during a backgrounder at the auto maker’s headquarters here.

“This is such a huge endeavor for us that we want to get it right,” he says.

The option to “Mopar-ize” Fiat vehicles comes from strong consumer response to a 500 compact outfitted with aftermarket parts and displayed at Specialty Equipment Market Assn. shows. It’s also adding credence to the Mopar operation, which has emerged from parts supplier to a full-fledged brand under Chrysler CEO Sergio Marchionne’s guidelines.

Tailor-made, personality-driven vehicles have been key to Chrysler inching back to solid ground. Chrysler brand President and CEO Saad Chehab notes that 25% of customers steer toward sportier or upscale trim packages such as Dodge’s R/T or Chrysler’s S.

For 2013, Dodge adds “Blacktop” trim to the Avenger, Charger and Challenger. Buyers get glossy black wheels, a split-crosshair grille, darkened headlamp bezels, body-color spoilers and exterior colors unique to the trim package.

The auto maker also announces a partnership with Dearborn, MI-based work-wear outfitter Carhartt for “Imported From Detroit” apparel. It’s the second time Chrysler has teamed with a Detroit-bred clothier; fashion designer John Varvatos created two special-edition Chrysler 300C fullsize sedans in dealerships now.

The Carhartt line features American-made jackets, shirts, dungarees and hats with the “Imported From Detroit” logo made famous during the auto maker’s 2011 Super Bowl campaign and is available through Carhartt’s website and its flagship store in Chicago.

Detroit reflects the industrious, hard-working, nose-to-the-grindstone spirit of America, and Carhartt takes great pride in having called this city home for the past 123 years,” Tony Ambroza, Carhartt vice president-marketing, says in a news release.

“We are excited to support Chrysler’s ‘Imported from Detroit’ campaign with this line of made-in-America work wear.”

[email protected]