Mopar(R) Kicks off the Second Year of Its 'Top Eliminator' Awards for Best-in-Class Enthusiast-built Vehicles

CENTER LINE, Mich., March 5 /PRNewswire/ -- Mopar(R) announced the return of its popular "Top Eliminator" awards recognition program that showcases the most skilled Mopar enthusiasts and their restyled or customized Chrysler, Plymouth and Dodge vehicles. Mopar, Chrysler LLC's original equipment parts manufacturer and supplier, launched the national program in 2007.

Mopar will look for meticulously customized and modified vehicles at popular enthusiast and car collector events in 2008 including:

      -- Detroit Autorama, March 7 -- 9
      -- Mopars at the Strip in Las Vegas, March 28 -- 30
      -- Carlisle All-Chrysler Nationals in Carlisle, Pa., July 11 -- 13
      -- Mopar Nationals in Columbus, Aug. 8 -- 10

Mopar will select three vehicles on display at these events and showcase them in Mopar Alley at the 2008 Specialty Equipment Market Association (SEMA) Show from Nov. 4 -- 7 in Las Vegas.

"The exterior, interior customization and mechanical upgrade work done by the 2007 Mopar 'Top Eliminator' Award winners was outstanding," said Rob Richard, Director -- Mopar Parts, Sales and Service Marketing, Chrysler LLC. "For our 2008 'Top Eliminator' program, we're looking for that same spirit, craftsmanship and attention to detail in this year's enthusiast-crafted Mopars."

As part of its first "Top Eliminator" awards, Mopar showcased enthusiast- built vehicles at the 2007 SEMA Show in Las Vegas. The modified and customized vehicles displayed included: a rare 1964 Dodge Ramcharger, a rare 1967 Dodge Coronet R/T, a 1969 Dodge Dart Swinger 340, a 1973 Plymouth Barracuda, a 1970 Plymouth HEMI(R)Cudzter, a rare 1971 Plymouth 'Cuda 440-6BBL and a 1970 Dodge Challenger R/T.

According to SEMA, retail sales of specialty automotive products reached $36.7 billion in 2006. Retail sales of the industry's niche categories reached:

      -- $2.1 billion for Street Performance -- products to change the
         vehicle's appearance, performance and handling
      -- $1 billion for Street Rod and Custom -- products to construct,
         modify, maintain and operate street rods and custom vehicles
      -- $1.4 billion for Restoration -- products to restore a vehicle to its
         factory/showroom operational condition
      -- $1 billion for Racing -- products for "off-street" professional and
         amateur racing and motorsports competition vehicles

70 Years of Mopar

When Chrysler bought Dodge in 1928, the need for a dedicated parts manufacturer, supplier and distribution system to support the growing enterprise led to the formation of the Chrysler Motor Parts Corporation (CMPC) in 1929.

Originally used in the 1920s, Mopar (a simple contraction of the words MOtor and PARts) was trademarked for a line of antifreeze products in 1937. It was also widely used as a moniker for the CMPC. The Mopar brand made its mark in the 1960s -- the muscle car era. The Chrysler Corporation built race- ready Dodge and Plymouth "package cars" equipped with special high-performance parts. Mopar carried a line of "Special Parts" for super stock drag racers and developed its racing parts division called Mopar Performance Parts to enhance speed and handling for both road and racing use.

Today, Chrysler LLC's Global Service & Parts division is responsible for the manufacturing and distribution of nearly 250,000 authentic Mopar replacement parts, components, restoration parts, accessories and performance parts for Chrysler, Jeep(R) and Dodge vehicles sold around the world. To assure quality, reliability and durability, all Mopar parts and accessories are designed in strict adherence to Chrysler engineering standards.