The Mopar ’14 Challenger is the most recent limited-edition vehicle offered by the brand, continuing the success of the Mopar ’10 Challenger, Mopar ’11 Charger, Mopar ’12 300 and Mopar ’13 Dart in demonstrating how owners can personalize their rides with Mopar products — even before driving away from the dealership. With only 100 built, the Mopar ’14 Challenger is the rarest limited-production Dodge Challenger offered to date.“The very high demand for the Mopar ’14 Challenger spotlights the success of our limited-edition, Mopar-modified vehicles, and also clearly demonstrates the passion our customers have for personalizing their rides,” said Pietro Gorlier, President and CEO of Mopar, Chrysler Group’s service, parts and customer-care brand. “Whether during or after the ordering process, Mopar is there to help put a personal touch on customers’ rides.”

“The Mopar ’14 Challenger shows that when combining a legendary car like the Dodge Challenger R/T Shaker and making it even more exclusive, we create collectible performance machines unlike anything else on the road,” said Tim Kuniskis, President and CEO of Dodge Brand. “From the Mopar ’14 Challenger to the new Scat Pack performance stage kits available on Challenger, Charger and Dart, you can continue to expect great things when Dodge and Mopar team up.”

Many unique features contributed to the Mopar ’14 Challenger’s quick sellout, including two exterior color options and three Mopar Blue stripe options. A 5.7-liter HEMI^® V-8 engine also rumbles beneath the Satin Black Shaker hood scoop, while exterior design elements include 20 x 8-inch Gloss Black aluminum wheels with Mopar center caps, a unique Black Vapor grille surround, a black fuel-filler door, a Satin Black deck-lid spoiler with Gloss Black “Mopar Design” badge and “Mopar” quarter-glass decals.

The interior is upgraded with premium leather seats featuring Mopar Blue accent thread and Mopar Omega M logos embroidered on the seat backs. Other unique touches for the limited-edition ride include a serialized instrument panel plaque, “Mopar” branded key fobs, a custom-crafted personalized owner’s kit with a Mopar ’14 brochure and much, much more.Customers ordering the Mopar ’14 showed they still wanted the rarest limited production Dodge Challenger offered to date with additional customization.  Of the 100 orders placed on the first day, 52 customers chose the Pitch Black exterior paint version, while 48 opted for the newly offered Bright White option. The traditional Shaker stripe proved to be the most popular graphic chosen for their ride, followed by the bodyside decal and then the rocker stripe. Top Custom Shop options chosen were hood pins, Mopar Performance badges, quad exhaust tips and the Challenger monogrammed car cover. The top-ordered Mopar Performance part was the cat-back exhaust to complement the Shaker intake.

Although all 100 Mopar ’14 Challenger vehicles have been spoken for, enthusiasts can still build their own similarly personalized and unique, one-of-one Dodge Challenger.

Customers taking delivery of a new Dodge Challenger can have their ride personalized in a similar way to the sold out version right at their local dealership. Existing owners who have their own Challenger pride and joy at home also can have their vehicle updated with Mopar parts and accessories to make it similar to the sold out version.

Many of the up-fitted items for the Dodge Challenger are offered through Mopar’s vast catalog of parts and accessories available at Mopar.com or an authorized dealership. Among the products found on the Mopar ’14 that are available for customization are:

• Mopar short-throw shifter
• Mopar cat-back exhaust
• Mopar performance suspension
• Mopar lowering springs
• Mopar Electronic Vehicle Tracking System (EVTS)
• Mopar performance badges
• Mopar hood pin kit
• Mopar car cover
• Mopar door-sill guards
• Mopar sequential taillight kit
• Mopar premium floor mats or slush mats
• Mopar chrome exhaust tip
• Mopar fuel-filler door
• Mopar wheel locks
• Mopar interior trim bezel kit
• Mopar Shaker hood

Mopar, Chrysler Group LLC’s service, parts and customer-care brand, will be testing its mettle in the southern California desert at the 2014 Griffin King of The Hammers, an event built around what many consider the toughest one-day off-road race in the world that combines desert racing and rock crawling.Organized by the ULTRA4 Racing Series, the week-long event is held every February on public lands in Johnson Valley, Ca. in an off-highway vehicle area known as “The Hammers.” Competitors, divided into in four distinct categories, race on a 100+ mile course that runs over terrain that includes sandy washes dotted with creosote bushes, flat dry lakebeds, sand dunes and, of course, the world-famous rock canyons and trails from which it derives its name.

Competing in the Every Man Challenge race category, which allows off-road enthusiasts a chance to race their stock and modified stock vehicles, Mopar’s GEN III 5.7 liter HEMI^® crate engine will power the six vehicles competing in a newly created spec class in which each entry is outfitted with the same equipment. These unique “4700 Spec Class” 4×4 vehicles have a custom tube frame design based loosely on a Jeep_® Wrangler, and are outfitted with Mopar’s HEMI crate engine and some of the best industry-leading parts the off-road world has to offer.“We’re excited to supply HEMI engines to the newly formed spec class at King of The Hammers and put our quality products to the test in the toughest conditions,” said Pietro Gorlier, President and CEO — Mopar, Chrysler Group LLC’s service, parts and customer-care brand. “The 5.7 crate engines we are providing are the off-road race version of the recently announced Scat Package performance upgrades for the Challenger and Charger. This event is in essence a proving ground for our engine, set-up, calibration and parts, as we don’t just design and produce quality parts, we want to test them in the field so that customers know that they are getting the very best available.”

Participating in the off- road event is a fitting tribute to the heritage of the revolutionary Gen II 426 race HEMI, which is celebrating 50 years since its introduction after being built specifically to win races. The success of that GEN II race HEMI has resulted in an amazing lineage of quality Mopar engines, which now includes the newest generation of 5.7L crate engines.
“We’ve partnered with the best manufacturers in off-road, and this class required parts that could handle the demands of off-road racing and the brutality of The Hammers,” said David Cole, Executive Director of ULTRA4 Racing Series. “Nobody knows off-road better than Jeep and Mopar, and we’re excited to have the HEMI powering the 4700 Spec Class.””The 4700 Spec Class offers both professional drivers and first-time enthusiasts a chance to experience what ULTRA4 Racing is all about,” said Cole of the turnkey solution the spec class offers. “We wanted to give people an opportunity to race or recreate off-road in a fully capable 4WD vehicle without the expense and headache of having to build or buy one of their own.”

The six unique Mopar-powered 4×4 vehicles make their debut on Thursday, Jan. 6 with an 8:00 a.m. (PT) 30-second staggered start. Behind the wheel of each Mopar-powered 4700 Spec Class 4×4 vehicle are the following drivers:

#4701– Eric Bothwell, from Tuckahoe, NY., is no stranger to the Hammers as he was part of the core Hammerking volunteer team in 2012. Bothwell’s co-driver Robb Pritchard is an international off-road journalist coming all the way from Croatia. They will be driving the Dynomax vehicle.

#4702– Larry Nickell is a Senior Editor at Crawl Magazine and has been an active off-road enthusiast for many years, taking his Jeep vehicle on many of his adventures across the country. Larry has a background in racing boats and drag cars and will be driving the Team Yukon Vehicle.

#4703 – Jessi Combs is the fastest woman on four wheels after breaking the land speed record in Utah’s Salt Lake Flats last year. She is also host of television show “All Girl’s Garage” and autoblog’s The List and will be racing in the Team Falken Vehicle.

#4704 – Ross Stanford is based out of Loveland, CO. as the sales manager for Spidertrax Off Road, and will be racing for Team Spidertrax. Ross is an avid off-road enthusiast and has competed in several Dirt Riot events.

#4705 – Shannon Campbell is the only two time “King of The Hammers” Champion after winning in both 2008 and 2011. Shannon will be racing the Team Fox car on Thursday and then racing his own ULTRA4 car again in the Griffin King of The Hammers Presented by Nitto Tire on Friday.

#4706 – Jim Marsden will be traveling all the way from the United Kingdom to compete in the Team Odyssey vehicle. Jim is no stranger to “King of The Hammers” having raced in both the Smittybilt Every Man Challenge and the Griffin King of The Hammers categories in 2013.

Mopar is scheduled to participate in both the 2014 and 2015 editions the Smittybilt Every Man Challenge Race as part of the 8^th Annual Griffin King of The Hammers presented by Nitto Tire. The HEMI-powered vehicles also will compete in the following four Trail-Gear Western Regional ULTRA4 Series events:

• May 30-31– Nor Cal Stampede in Sacramento, CA
• July 11-12 – ULTRA4 Glen Helen Grand Prix in San Bernardino, CA
• July 22-23 – American Rocksports Challenge in Tooele, UT
• Oct 17-18 – Nitto Tire National Championship in Las Vegas (Moapa), NV

From its humble beginnings in 2007 as an invitation, non-spectator race involving 12 teams battling for bragging rights, Cole, founder of event, has seen its popularity grow exponentially. It now includes more than 300 teams competing in front of more than 35,000 spectators who descend on the area, creating a small make-shift town dubbed “Hammertown.” An additional 500,000 viewers previously have watched the online live broadcast and even more are expected to log on for this year’s event at ultra4racing.com/live/.

With a total of four world championship titles won in the past three years, Mopar, Chrysler Group LLC’s service, parts and customer-care brand, has plenty of reasons to be excited about the upcoming 2014 National Hot Rod Association (NHRA) Mello Yello Drag Racing Series season which will feature 24 national race events and is set to kick-off this coming weekend in Pomona, Ca. at the historic Auto Club Raceway. Adding to the anticipation are Mopar’s plans for a year-long commemoration of the 50^th anniversary of the legendary Gen II 426 Race HEMI^® engine.

First introduced in 1964, a new second generation HEMI engine measuring 426 cubic inches was built specifically to win races. There were two versions– one called the “Circuit” or “Track” engine and the other the “Acceleration” or “Drag” engine.

While it made its racing debut with a win at NASCAR’s Daytona 500, that same year in NHRA competition, legendary driver Don Garlits became the first to break the 200-mph barrier with a Gen II 426 Race HEMI-powered car travelling the quarter-mile straight-line distance in 7.78 seconds at 201.34 mph. Garlits then went on to use that HEMI power to win the first of eight titles at the prestigious U.S. Nationals at Indianapolis.

Five decades later, Mopar heads into a new season of NHRA drag racing after celebrating back-to-back HEMI-powered Pro Stock world championships title in 2012 and 2013 by Allen Johnson and Jeg Coughlin Jr. respectively, along with Funny Car World titles in 2011 and 2012, earned by Don Schumacher Racing drivers Matt Hagan and Jack Beckman.

Mopar returns to Pro Stock competition this season with just two entries powered by HEMI engines tuned by Roy Johnson. Defending world champion Coughlin and teammate Johnson finished 1-2 in the points standing in 2013 and had four national title wins apiece. Both are looking to battle for the title once again this year.
“We are really jacked up,” said Coughlin who will once again pilot the JEGS.com Mopar Dodge. “We’re ready to start the fight, and for sure it’s going to be a fight, just like every season. We’re looking at the Winternationals as Step 1 of the many steps it will take to win our sixth Pro Stock championship.

“There have been changes across the Pro Stock spectrum, not just with our team, with lots of mergers and drivers moving around so it should be interesting to see how all these moves work out,” added Coughlin. “We’re down to two cars now, so the focus will be even more intense, which should be good all the way around. The support from Mopar and the staff over there remains at a phenomenal level. It’s our job now to go out there and win them a third straight title.”

“Mopar is celebrating 50 years of the HEMI and we aim to add some more Wallys and battle hard for another Championship as our contribution to the festivities,” said Johnson. “We’re focused and excited and ready to go. Ideally we’ll be shooting to finish 1-2 again but it would be nice to do it in reverse order this time.”

In the battle for the 2014 Funny Car world championship, Don Schumacher Racing will once again have four Dodge Chargers R/T entries vying for the crown. Hagan, who won his first NHRA championship for Mopar in 2011, will premiere a new Mopar Express Lane scheme on his Funny Car this season after coming so very close to winning a second world title by finishing runner-up with nine final round appearances and five victories in 2013, the most of anyone in the class.

“2013 was a great year of us and we finished really strong with a win at Pomona in the end,” said Hagan after beating the John Force, the 2013 NHRA champion, in the final round of the season. “We won more than anyone in the class, but it’s just the way the cards fell in the Countdown.”

In contrast, Beckman raced hard without a visit to the winner’s circle in defense of his 2012 world title but still ended up right behind his teammate with a third place finish in the championship.

Fellow DSR driver Ron Capps returns behind the wheel of his Mopar for his 20^th season as a professional driver after finishing sixth in the standings last season. He has had four runner-up finishes for the championship in that span, but his hope this year is to go just a step further and win that elusive world title.

The new addition to the Mopar line-up is veteran driver Tommy Johnson Jr., a nine-time national event winner in the series, who takes over from Johnny Gray who finished ninth last year for Mopar with his career best season total of four wins.

At various NHRA events throughout the season, fans are encouraged to visit the Mopar display to view a beautiful heritage wall celebrating the 50 year legacy of the GEN II 426 Race HEMI, participate in contests with special HEMI merchandise as prizes, put their signature a HEMI birthday card and much more as part of the numerous marketing initiatives and events nationwide.

As part of the celebrations, at both NHRA events and on-line at WearMopar.com, a new product line of Mopar merchandise featuring the HEMI 50th anniversary logo will be available with items that include clothing, decorative lighting, clocks, a pub table, stools and much more.

The Mopar brand will have plenty to show off at the Chicago Auto Show (CAS) in Chicago, Illinois, Feb. 8-17, including more personalization options for the all-new 2015 Chrysler 200, an augmented reality application for customizing a Ram truck, a new line of merchandise celebrating the 50^th anniversary of the 426 race HEMI^® engine and “Moparized” products in the Chrysler Group brand area.While the 2015 Chrysler 200 made its debut at the North American International Auto Show (NAIAS) in Detroit transforming what customers expect in a mid-size sedan, Mopar will help customers enhance it with the availability of more than 100 Mopar parts and accessories before the end of the year. Building on the modified vehicle initially showcased at NAIAS, Mopar has added even more quality parts and accessories to showcase the 2015 Chrysler 200 for the Chicago Auto Show.

“Chrysler Group revealed the revolutionary all-new 2015 Chrysler 200 at Detroit, and we wanted to complement the soul of this beautiful mid-sized sedan by showcasing how Mopar parts and accessories can help owners personalize and customize it to truly make it their own,” said Pietro Gorlier, President and CEO — Mopar, Chrysler Group LLC’s service, parts and customer-care brand. “The Moparized version of the 2015 Chrysler 200 on display at Chicago demonstrates our commitment to working with all Chrysler Group brands to offer Mopar products that let customers personalize their ride right when it arrives in the showroom, or even before through the Mopar Custom Shop.”

The Mopar-modified 2015 Chrysler 200 exhibited at the CAS uses the Chrysler 200S as its starting point, then adds from there to make the vehicle even more original and unique. The exterior of the modified Chrysler 200 stands out and shines bright, thanks to a striking Lunar White Pearl Tri-coat color.

To give it a sportier feel, it has been equipped with a body package that includes side sills, a chin spoiler, and a rear fascia valance. To add to the look, upper and lower Mopar grille textures have been added, along with unique aluminum exhaust tips.

The customized Chrysler 200 on display at the CAS is powered by a 3.6-liter Pentastar V-6 engine that puts best-in-class 295 horsepower as well as 262 lb.-ft. of torque to the Satin Lite Bronze 19-inch multi-spoke wheels.

Complementing the exterior look, the Mopar-modified 2015 Chrysler 200 interior is enriched with premium white leather seats accented with bronze stitching, with bronze accents also highlighting the bezels and the steering wheel. Mopar floor mats also augment the interior.

In addition to the Mopar products featured on the customized 2015 Chrysler 200 displayed at the CAS, a menu of more than 60 additional Mopar parts and accessories will be offered as soon as the car becomes available at dealerships in the second quarter, with in excess of 100 products by the end of the calendar year.

Available products include:

EXTERIOR

• Mopar Electronic Vehicle Tracking System
• Wheels
• Wheel locks
• Locking fuel cap
• Graphics packages
• Bicycle hitch receiver
• Multiple racks & carriers
• Air deflectors
• Mirror covers
• Mopar wheel center caps
• Emblem kits
• Vehicle covers
• Production turn signal mirrors
• Engine block heater, 2.4-liter
• Master shield

INTERIOR

• Ambient lighting
• Autonet Wi-Fi
• Roadside Safety Kit
• Emergency Kit/Tire repair
• Collapsible tote
• Cargo trunk net
• Molded cargo tray
• Door sill guards
• In-Vehicle wireless charging
• Premium floor mats
• Slush floor mats
• Rear backup camera/mirror

Customers will have the option of personalizing the all-new 2015 Chrysler 200 and other vehicles in the Chrysler Group product lineup right at the factory. Through the Mopar Custom Shop, parts and accessories requested by the customer during the order process are added at the factory before the vehicle arrives at the dealership, with the installed Mopar products listed on the vehicle’s Monroney sticker.

Featured within the CAS Chrysler Group display area will be a number of other Moparized vehicles to help stoke the imagination including the limited edition Mopar ’14 Challenger with the new Shaker hood, the Jeep_® Cherokee Trail Carver, the Fiat 500L Adventurer and Ram 3500 Dually CASE Work Truck.

Visitors to the Chrysler Group exhibit at the CAS will have a chance to test an augmented reality application that gives consumers a virtual look at customizing a Ram 1500 truck. They will have the opportunity to use tablets provided at the display or their own personal iPhone or iPad to experiment with a new mobile customization app that uses augmented reality to display what a Ram truck would look like with added factory installed Mopar parts and accessories. The app now is available for consumers to download at www.mopar.com/ramtruck.

As one of most customized vehicle in Chrysler Group’s fleet, the Ram truck is the perfect first candidate for the use with the augmented reality app to demonstrate all the Mopar personalization options and combinations available.

Triggered by pointing an iPad tablet or iPhone at a specific Ram brand logo, the user will then be able to follow the prompts on the screen for customization options that are digitally superimposed on the vehicle to show what the finished product would look like with the chosen modifications.
Also on display in the CAS Chrysler Group display area will be a selection of items from the unique line of merchandise created by Mopar to celebrate the 50^th anniversary of the iconic GEN II 426 race HEMI engine.

The new product line was launched in January to kick off the year-long commemoration of the legendary engine and is now available to consumers at WearMopar.com. HEMI merchandise featuring the HEMI 50th anniversary logo will include items such as clothing, decorative lighting, clocks, a pub table, stools and much more.

Mopar, Chrysler Group LLC’s service, parts and customer-care brand, will be taking to the Monster Truck Racing Series arena with the new “Mopar Muscle” Ram monster truck beginning with the Monster Jam event in Detroit on Jan. 11.

The Mopar-sponsored machine joins the Hall Brothers Racing’s championship winning trucks “Raminator” and “Rammunition” for six Monster Jam events in 2014. The Ram Truck brand has proudly sponsored the team since 2002.

“We’re excited to have Mopar make its first foray into the world of monster trucks by joining the Ram brand in this popular and competitive exhibition series with a such a passionate and loyal following,” said Pietro Gorlier, President and CEO — Mopar, Chrysler Group’s service, parts and customer-care brand. “So much of what Mopar does is applicable to the general consumer, but occasionally we like to show just how capable our brand is of really extreme performance. This is a great and fun opportunity for us to do that with Mopar Muscle and the Hall Brothers.”

Mopar Muscle is the first Original Equipment Manufacturer (OEM) monster truck to be introduced into the Monster Jam series in more than a decade. Monster Jam is the premier monster truck racing event series, with a 14-race schedule that features traditional bracket racing and a freestyle competition.

Standing an imposing 10 feet high and weighing 10,300 pounds, Mopar’s 2000-horsepower monster truck is based on a 2014 Ram Heavy Duty truck. It is powered by a 565 cubic inch supercharged version of the iconic Gen II 426 HEMI^® engine, which is celebrating its 50th anniversary in 2014. Mopar Muscle will sport a special orange 50^th anniversary HEMI logo, launching a year-long tribute by Mopar to commemorate the introduction of the engine that has since seen much success and strongly impacted both the motorsport and automotive industries.

“We are very proud of our new Mopar Muscle Ram monster truck,” said Tim Hall owner and crew chief for the Champaign, Ill.-based team. “It looks really fantastic, and I can’t wait to see it run. Mopar has a long and storied history of winning across many forms of racing, so we intend on helping to make their entry into monster truck racing just as successful.”

Hall Brothers Racing is no stranger to success. Driver Mark Hall has garnered eight “Driver of the Year” honors at the helm of Raminator, which is the 2013 winner of the coveted “Truck of the Year” award, claiming its seventh title since 2002. Along with Rammunition, driven by Mat Dishman, the team boasts a total of 20 season point championships.

Hoping to contribute to that success, Mike Miller will take the wheel of Mopar Muscle for the six events it will participate in this season.

“The Mopar Muscle Ram is a fantastic ride, and I am really looking forward to competing with it,” said Miller who has been with the team since 2011. “The iconic HEMI engine has won a lot of races across many categories in motorsports, and I intend to add to that list.

“On a personal level, not only have I been passionate about monster trucks since my childhood, but I am really honored to fly the Mopar banner. If you need any indication of how much I love the brand, my own son is named Hemi.”
Partnering with the Hall Brothers and extending Mopar’s reach into monster trucks felt like a perfect fit to Tricia Hecker, Marketing Director — Mopar, who sees the benefits of participating in a series that appeals to an audience with similar passion and core values as the brand.

“It wasn’t just the display of power and performance that made this a good fit for Mopar, but the environment is just so family-oriented,” said Hecker, who brings her own sons to Monster truck events. “With such a strong youth following, we see this as a fantastic way to have a new generation of fans grow up with the Mopar name.”

In anticipation of the Mopar Muscle’s first appearance on track, fans will be able to get their first close-up look at the new truck during Monster Jam’s “Party in the Pits” from 2:00-5:00 p.m. ET, Jan. 11 at Ford Field. The $10 pre-show experience gives aficionados access to the racetrack, the opportunity to meet Hall Brothers Racing drivers Mike Miller and Mark Hall, collect autographs, take photos, and explore the obstacles competitors jump over and eventually destroy.

Mopar Muscle will compete at the following events during the 2014 season:
•           January 11 – Monster Jam in Detroit, Mich.
•           February 22 – Monster Jam in Arlington, Texas
•           May 16-18 – 4 Wheel Jamboree in Lima, Ohio
•           June 21-22 – 4 Wheel Jamboree in Springfield, Mo.
•           July 11-13 – 4 Wheel Jamboree in Bloomsburg, Pa.
•           September 19-21 – 4 Wheel Jamboree in Indianapolis, Ind.

For Mopar and Ram Truck fans who can’t make it to Monster Jam^® events in person, FOX Sports 1 and FOX Sports 2 will begin telecasting the competition this January. Check local listings for broadcast times.

“At this year’s show, we are proud to feature our new Mopar Custom Shop’s ability to give consumers the opportunity to personalize their new vehicle during the purchase process for a ‘your vehicle, your way’ experience with their Chrysler, Dodge, Jeep_®, Ram, Fiat dealership,” said Pietro Gorlier, President and CEO — Mopar, Chrysler Group LLC’s service, parts and customer-care brand. “This is a great addition to the Mopar Garage, which we introduced last year as a display to give consumers a look at how to customize their current vehicles with an incredible selection of aftermarket quality Mopar parts and accessories.”

Mopar’s catalogue of parts and accessories has been growing rapidly and is adding nearly 1,500 new items annually. As a result of seeing consumers modify and enjoy making their vehicle unique, Mopar has, on average, more than 100 different parts or accessories available for each new car Chrysler Group launches. Now with the availability of the Mopar Custom Shop, consumers can determine how they’d like to personalize their ride before they take delivery of their new vehicle.

“Consumers may want to add electronic tracking systems, our in-vehicle wireless charging, racing stripes, bed-liners or any number of quality Mopar performance parts and accessories, and now with the Mopar Custom Shop they can have everything factory installed and ready to drive home just the way they want it,” said Gorlier.

Among the benefits of using the Mopar Custom Shop to create their own unique vehicle package is the confidence that customers will have knowing that the Mopar quality parts and accessories chosen for the personalization have been factory installed.  A vehicle going through the Mopar Custom Shop also is covered by the original warranty and included in the Monroney label, giving the consumer the added advantage of having their customization included in the financing package.

The Mopar Custom Shop display at NAIAS will feature examples of Mopar-customized vehicles including the Mopar ’14 Dodge Challenger, SRT Viper, Fiat 500L Thalassa, Jeep Wrangler Recon, Jeep Cherokee Trail Carver and Ram 3500 Dually CASE Work Truck.

As part of the Mopar Custom Shop experience at NAIAS, visitors will have the opportunity to use one of the pre-programmed iPad tablets provided at the display to experiment with an example of a customization application.  The new mobile app example at the NAIAS uses augmented reality to display what a Ram truck would look like with added factory installed Mopar parts and accessories.

As one of most customized vehicle in Chrysler Group’s fleet, the Ram truck is the perfect first candidate for the use with the augmented reality app to demonstrate all the Mopar personalization options and combinations available.

Triggered by pointing a preprogrammed iPad tablet at a Ram brand logo displayed on the desk within the Mopar Custom Shop area, the user will then be able to follow the prompts on the screen for customization options that are digitally superimposed on the vehicle to show what the finished product would look like with the chosen modifications.

“We are excited to use this technology and see how a consumer might engage with it,” said Tricia Hecker, Director of Marketing — Mopar. “We look forward to seeing how they use this to add personalized touches to their vehicles in the future.”

Every North American Chrysler Group facility is outfitted with a Mopar Custom Shop, ready to personalize most vehicles sold in the United States and enabling dealers to help their customers order a new vehicle the way they want it prior to taking delivery.