Dealerships' Speedshops Sell Accessories

By early next year, 40 Chrysler Group dealerships will be selling Mopar-branded parts and accessories out of specially designed Mopar Speedshops.

The concept, introduced last year, is to make dealerships “the place enthusiasts think of and go to when they are enhancing the performance or appearance of their Chrysler, Jeep or Dodge vehicles,” says Christine Cortez, senior vice president-global service and parts.

The Mopar Speedshop is a retail area within the dealership that sells the auto maker's performance parts and accessories. Each Speedshop will be uniquely customized for the dealership it is in.

Dealers expressed an interest quickly. “We had 256 dealers who said they wanted in, when we showed it to them at the National Automobile Dealers Assn. convention” in February says Cortez.

Dealers have to qualify, though, and that means they need space available and staff solely dedicated to the shop, Cortez tells Ward's. “None of this difficult, but it does take a commitment,” she says.

Four dealerships already have Speedshops in place. They are Central Florida Chrysler Jeep Dodge, Orlando, FL; Massey Chrysler Plymouth Jeep, El Paso, TX; Dallas Chrysler Plymouth Jeep Dodge, Dallas, TX; and Daytona Dodge, Daytona Beach, FL.

Despite the addition soon of 36 others, Chrysler had hoped of having more in place by now. But so many dealers are in the process of enhancing their facilities, “they're building plans have slowed us down,” Cortez says.