When we talk about personalized vehicles from the FCA group, we can only talk about MOPAR. Whether it is a personalized Jeep, or Dodge, or Chrysler, or RAM, MOPAR really stands out with its unique parts and design.
For this, we decided to dig further into the MOPAR brand, and we came out with fascinating results proving that MOPAR is not only an accessory brand; it is a huge business.
Let’s start with a brief introduction about MOPAR and get you rolling further into its operations and future plans.
MOPAR is the division responsible for producing original equipment, manufactured accessories, and parts. This division is also responsible for after sales service, customer care, and much more within Fiat Chrysler Automobiles. MOPAR is also behind the design and production of a limited number of personalized vehicles, which will be tackling later in this article.
The name derives from a combination of letters from the words «MOtor» and «PARts». It was first used by Chrysler in the 1920s and was introduced as a brand in 1937, but it truly made its mark in the 1960s during the muscle-car era when car enthusiasts used it as a reference to the parent company Chrysler Group LLC. We all recall the phrase used by MOPAR fanatics “MOPAR or no car”.
To us, this is already impressive; however, we needed to better understand the brand, and so we took a trip to Jebel Ali in the United Arab Emirates for a deeper look. What we found there was even more impressive.
Reaching the MOPAR Regional Distribution Centre facility in Jebel Ali, we saw this huge building with the largest 3D MOPAR sign hanging on the front and a blue line across the building; it screams MOPAR.
To us at MOPAR facility, Speed of delivery and parts availability is crucial. We don’t like to wait when it comes to our suppliers, and we do the same for our customers; it is an international standard at MOPAR
Dr. Igor Egorov
The facility was huge; it currently covers an area of 18,000 sqm, and we wanted to know all about it.
Once inside, Dr. Igor Egorov, Director of the Supply Chain Management for Fiat Chrysler Middle East, accompanied us and explained the size of operations handled currently by this immense facility. We also got some scoops about future expansions.
Dr. Igor shared with us a wealth of information while cruising around the enormous MOPAR facility that blew our minds.
We now know that this MOPAR Regional Distribution Centre serves more than 35 countries spread across the Middle East, most of Africa and CIS countries. The facility, which handles around 35,000 line items and has an average fill rate of 91% and ships, averages $8.4 million in monthly shipments.
Dr. Igor explained that MOPAR chose Jebel Ali to serve as a regional hub due to the facilities provided there in terms of proximity to the ports (today, sea and air, and later rail), and also the use of its already established flexible platform since 2003.
The MOPAR built network is not just composed of machines, suppliers of freight services, and the best warehousing technology, but it is also composed of a very lean and dynamic team which is the essence of motoring this huge facility and capable of dealing with laws and regulation changes, time zone differences, cultural differences, and also language barriers.
Our round came to an end, and we just had to ask Dr. Igor one more question about the Italian brands of FCA. He told us that within just a few days MOPAR Jebel Ali facility would also include a distribution channel to the Italian vehicles’ spare parts that would start mainly serving the GCC countries, and would then expand with time. We also knew that a second facility was being put together as part of the expansion plan and would spread over 3,500 sqm, making it a total area of 21,500 sqm of great MOPAR items.
Moving on, we left the facility and hit the road to reach the MOPAR offices in Dubai. There, we met with an enthusiastic team of MOPARian guys, composed of Syed Naqi Abbas, Ibrahim Hatem, and Amin Janem from MOPAR division at FCA Fiat Chrysler Automobiles, for a new bunch of information.
They explained to us that the MOPAR division is not just the OEM spare parts for the FCA vehicles. It is more than that; it is actually a full line of after sales services that combines everything needed by the owner of any FCA vehicle from date of purchase of his vehicle until the date of purchasing his second vehicle, and beyond.
The guys further elaborated on the fact that the MOPAR division currently handles spare parts distribution, accessories distribution, customer service, express lanes, warranty service, customer satisfaction, limited edition MOPAR vehicles, as well as Dynamic reception, and much more.
We had talked about the spare parts distribution widely with Dr. Igor, so it was time to seek additional information about the other services handled by the MOPAR team in the UAE.
When it comes to accessories, we were told that the same engineers that design the car itself actually work on designing the accessories and making sure they fit properly and maintain the vehicle’s capabilities without endangering the body or the engine, while taking into consideration the high level of safety requirements and functionality of the vehicle. These accessories sometimes arrive to the shops before the vehicle itself, so according to the guys at MOPAR, “We are after sales and not after thoughts”.
On top of that, MOPAR is now implementing a strategy to reach customers wherever they are. This is done through several initiatives, such as a wide network of MOPAR service centers, the express lanes spread across the world with more than 1,850 MOPAR Express Lane locations globally, and also, the latest, the mobile garage, which can reach customers anywhere in parking lots, shopping centers, etc… to serve them the best way possible while they are out and about.
Moreover, when it comes to warranty, the guys explained that now they are offering a great warranty service that can go up to unlimited mileage and 7 years of bumper to bumper coverage on all parts excluding the wear and tear. All of this guarantees MOPAR customers a great peace of mind when they own the vehicle or, when they decide to sell to a second owner, to buy their new FCA vehicle.
Additionally, and as tuning experts, we had to ask about the special MOPAR editions, as well as what is coming next. The MOPAR team was keen to elaborate on this specific point. MOPAR has been releasing worldwide, special vehicles with limited edition production, such as the Wrangler Sunriser and their latest addition, recently launched in the Geneva Motor Show 2016, the Dawn of Justice Renegade. However, the exciting news was that, for the first time, MOPAR Middle East will have their own designed vehicles that are locally produced as MOPAR special edition vehicles, such as the Dodge Charger Interceptor edition and the Red Level Wrangler produced in 30 units only, making it more unique and tailor-made for the taste of the Arab auto fanatics and their love for personalization. This will make MOPAR Middle East the only region that has its own designed vehicle.
In the end, we asked about the concept of the Dynamic Service Center in Abu Dhabi, and what a surprise it was when we knew that in this service center you can actually sit down and relax in an air conditioned location with a complete MOPAR setup and see your car being serviced in a spotlessly clean environment created specifically to give you that peace of mind you are looking. It is a state of the art reception and service center zone ready to serve you and provide you with the hassle free MOPAR experience.