Mopar, the accessories arm of Fiat Chrysler Automobiles, wants to beat the aftermarket business at its own game by quickly offering 200 upgraded parts for the 2019 Ram 1500 pickup truck.
The automaker showed off its wares on a bright red Ram 1500 at the 2018 Chicago Auto Show on Friday.
New parts available on the truck include a two-inch Mopar lift kit and 35-inch tires on 18-inch wheels. It also features an adjustable Ram Rack that mounts to rails inside the truck’s bed to carry equipment.
The parts will be available when the 2019 Ram 1500 arrives in U.S. dealerships this spring. Mopar accessories installed at Mopar Custom Shops on dealership lots are backed by the vehicle’s warranty.
The FCA division is tapping a huge business. Sales of accessories and performance parts make up a $40-billion market in the U.S. with about 90 percent of consumers purchasing products for their vehicles, according to Reynolds and Reynolds, an automotive dealer management consulting firm.
Truck owners are among the most likely customers to purchase modification accessories or components, according to the automakers.
Most consumers purchase accessories within the first 90 days of vehicle ownership, Reynolds and Reynolds said.
Mopar is taking the same strategy with other FCA vehicles. It introduced more than 200 new Jeep performance parts and accessories for the 2018 Jeep Wrangler late last year.
“With more than 200 parts and accessories, available at launch, Mopar delivers the largest array of factory-backed, authentic products to personalize the new Ram 1500,” said Pietro Gorlier, head of Mopar.
The truck on display in Chicago is also outfitted with off-road wheel flares and aluminum running boards.
A Ram Airflow cold-air intake system and cat-back exhaust with five-inch dual exhaust tips provide improved performance. Both parts are available only on Ram 1500 models with the 5.7-liter Hemi V8 engine.
There also are front tow hooks and a hitch plug with the Mopar logo. The truck has black emblems, badging and hood stripes to complete the exterior look. Inside, black leather seats made by Katzkin are embroidered with red Ram logos. The all-weather floor mats are also a Mopar accessory.
The Ram 1500-3500 family of trucks sold more than 500,000 units in 2017, an increase of 2.3 percent compared with 2016 figures, according to industry research firm Autodata Corp. That volume positioned the Ram 1500-3500 as the third top-selling vehicle in the U.S. Only the Chevrolet Silverado 1500-3500 and Ford F-Series trucks sold more.