Eight Facts You Didn’t Know About MOPAR
We talk to the boss of MOPAR about how he’s looking to lift service standards
Imthishan Giado
Car parts. Not the sexiest part of the car industry, is it? But it’s a $200 billion industry worldwide so it’s hugely important to the automotive world as a whole, and that’s not even counting the aftersales part of the equation.
I’ve just bought a Jeep, so there was no way I was turning down the chance to sit down with Pietro Gorlier, President and Chief Executive Officer for Mopar Brand Service, Parts and Customer Care and ask him how they were planning to improve customer service for the Chrysler Group, often one of the most important (and oft-badly handled) sections of the industry.
Express Lanes are coming. A quick change oil service has already been trialed at Abu Dhabi dealer Western Motors, and more lanes are coming to Dubai as well.
Customers spend big bucks on modifications. On average with the Wrangler for instance, a customer spends more than $500 on accessories. MOPAR is looking to bring that spending inhouse so….
Performance centres are on the way. Soon you’ll be able to walk into a Chrysler-Jeep-Dodge-SRT dealer, customize the car with factory-installed accessories and performance modifications. Want a 2” lift for your Jeep? An air intake for your SRT or bigger wheels? No problem.
You’ll be able to see your new car before you put a dime down. At long last, an online configurator will be available for you to ‘virtually’ plan your new car down to the last detail, available in both English and Arabic. Long overdue and in providing the system, Chrysler joins only a handful of car makers who offer the ultimate in window shopping.
MOPAR means service. Like a lot of people, I grew up with the idea that MOPAR meant muscle, fast Dodges and Plum Crazy Challengers. Today, MOPAR is the term given to the aftersales service for Fiat Chrylser Automotive worldwide applying to a wide range of brands. Deep breath: Fiat, Alfa Romeo, Fiat Professional, Chrysler, Dodge, SRT, Jeep, Abarth, Lancia, RAM, are now under the MOPAR aftersales umbrella.
That means that if you buy an Alfa, your spare parts will be MOPAR branded and supplied. Kinda makes your head spin, doesn’t it?
They know American cars are considered expensive to run. Particularly in this part of the world compared to the Japanese competition, American cars are still often stuck with the stigma of being expensive to own. Pietro and his troops are working hard with the regional offices to bring prices down to right in line with the United States.
“Everyone can get on the Internet and search Ebay,” Gorlier admits. “Though wee can’t just compete on price – we have to offer superior service. There will always be someone with a lesser price – who knows where they get the parts from? – but we w will always offer a superior experience.”
Fiat Professional is doing unexpectedly well. This year we’re selling every month what we used to sell in a year,” says CGME boss Jack Rodencal.
Every dealer will have the same systems. In the UAE there are multiple dealers for FCA products, but all are now supported by one MOPAR parts system and one MOPAR parts centre. “They are all using the same tools and diagnostics,” says Gorlier. “That’s how you get the dealers on board – tell them they can use the same systems for every vehicle out there.”
Any idea when their configurator would be available?
[Imthishan] Essa, currently the configurator is slated to go live at the end of April.