THE MEANING OF MOPAR®: GO FOR MORE!

2/24/2025

James Maxwell

Last time, we covered the Mopar_® brand going back to the early days and up to the era of the 426 HEMI^® race engine. For this second and final segment, we pick up the history of Mopar starting in 1972 and moving through more modern times into the millennium! Included in the coverage are the various Mopar Performance updated catalogs, Mopar-sponsored race vehicles, plus visuals of the Mopar logos as they were introduced.

1972

The familiar Mopar Red/White/Blue with Pentastar logo was first seen from the Service & Parts Sales Division of Chrysler Motors Corporation’s line of “Highly Fashionable” premium T-shirts (trimmed in Navy Blue) in 1972. The logo was used all the way through 1984 and has remained a favorite with Mopar fanatics all through those years and beyond.

JUDY LILLY: MISS MIGHTY MOPAR BARRACUDA

Running one of the rare 1968 HEMI Barracuda Super Stock Hurst package cars in the SS/AA automatic class, Colorado-based Judy Lilly ran out of NHRA Division 5 and was always a contender on the track with her quick reactions! Her husband, Dennis Mauer, built her HEMI engines. The pictured car is circa-1973 after she obtained sponsorship from Chrysler as “Miss Mighty Mopar,” and the powerful entry chased down many competitors in Super Stock wars of the day. She won the NHRA Winternationals in ’72 with this car.   

1973: MOPAR MISSILE DUSTER BURNOUT 1973

Pictured is Don Carlton heating the slicks of the Mopar Missile Pro Stock Duster from the 1973 racing season. This car was constructed by Ron Butler and was a test car for Chrysler and fitted with data sensors during test sessions, and also received a great deal of aerodynamic testing (using cotton tufts attached to the car and high-speed photography on rented drag strips). Even though there was a lot of R&D done with the car, it also was raced competitively and won the NHRA Summernationals plus IHRA events it was entered in. Previous to this car, the factory effort was based around a Barracuda called “Motown Missile.”

1974: MOPAR MEANS BUSINESS: “RENEWAL PARTS”

Geared at the “jobber” wholesale market, there was a new program that took place starting in 1974 where the Mopar label was passed on to “renewal parts” for not only Mopar vehicles but also for most American cars and trucks (GM, Ford and AMC applications) as well. These were “OEM” (original equipment manufacturer) quality parts and the general theme was that “Mopar Means Business.” From fan belt to tailpipe was a description of what was now offered, plus the pitchman was a popular former baseball player turned radio/TV personality, Joe Garagiola. “Add it all up and you can depend on MOPAR to fill 90% or more of your total parts requirements, regardless of what rolls into your service bay.”

1974: THE INTRODUCTION OF THE DIRECT CONNECTION PERFORMANCE PROGRAM

In 1974, Dodge unleashed a game-changer for gearheads – the Direct Connection Performance Program, arming enthusiasts with factory-backed performance parts and racing knowledge straight from the source. Running strong until 1988, this legendary program became the ultimate resource for weekend warriors and drag strip dominators alike.

1989 MOPAR PERFORMANCE CATALOG

Gracing the cover of the 1989 Mopar Performance catalog is a trio of factory-sponsored race vehicles: The Full Time Racing Dodge Daytona IMSA GTU racer, Rob MacCachren in the MTEG (Mickey Thompson Entertainment Group) Grand National Sport Truck Jeep stadium racer, plus the Darrell Alderman-driven NHRA Pro Stock Dodge Daytona, campaigned by the Wayne County Speed Shop. Other major-backed Mopar racers were highlighted inside the pages (including Don Garlits, Roland Leong, Darrell Gwynn and Rod Hall).

1990 MOPAR PERFORMANCE CATALOG

Continuing the “Factory Engineered Performance Parts” theme, the 1990 Mopar Performance catalog continued with an off-road Jeep on the cover (this one the Mike Lewis Racing Class 7 Baja racer), the Joe Varde Dodge Daytona road racer, plus Jerry Churchill’s Chrysler LeBaron ARCA car.

1990 MOPAR PERFORMANCE MAGAZINE ADS

“Mopar Performance The Power To Win” was the tagline for these 1990 consumer magazine ads, and they added the red “Dodge” markings as well. One featured a little good-natured fun with reference to the VW Bug, up against an E-body Challenger with tunnel ram. Next up, promoting the “M1” CAD/CAM designed RB Tunnel Ram Intake Manifold for 413/426/440 big blocks, topped with a pair double-pumper Holley carburetors. The popular Mopar Performance Electronic Ignition Conversion Kit to update the old points-type distributors on small and big block (B and RB, HEMI) was promoted along with a RWD Dodge Daytona drag car.

1991 MOPAR PERFORMANCE NEWS

The magazine Mopar Performance News was the Motorsport Publication of Chrysler Corporation. This edition (Nov / Dec 1991) celebrated the 2-time NHRA Pro Stock World Champ Darrell Alderman and previews Miss Mopar 1992 Janine Buck.

1993 MOPAR PERFORMANCE CATALOG

The NHRA Mopar Team cars (Top Fuel Tommy Johnson, Jr., Petosa Bros. Dodge Daytona, Scott Geoffrion Dodge Daytona Wayne County Team Car) had a brand-new fresh look to them, gracing the cover of the 1993 Mopar Performance catalog.

1995: WE HAVEN’T CHANGED A BIT

In celebration of the 60 years of the Mopar brand, this 1995 ad featured the Johnny Mantz 1950 Plymouth that won the first Southern 500 race, as well as the Team Mopar 1995 Dodge Avenger from the Wayne County Speed Shop. “Get Real. Get Mopar.”

1996 MOPAR PERFORMANCE CATALOG

The 1996 Mopar Performance catalog had grown to some 320 pages and not only covered the latest vehicle and engines that Chrysler Corporation was producing at the time (including four and six cylinders), plus faithfully featured parts and pieces for the older out-of-production V8 engines. Here’s what how the opening paragraph read: “Since the late 1960s, we’ve supported the automotive enthusiast with factory-direct access to performance parts. With more than 3,000 individual parts, Mopar Performance maintains one of the most comprehensive performance parts line of any car manufacturer. Chrysler also makes a pledge to the development of high performance parts for our line of V-8s, V-6s, and our four cylinder powered FWD cars. Our V-8s continue to dominate the top levels of drag, circle track, and off-road racing. Mopar Performance is your link to the factory engineering, technical support, and full range of factory developed parts.”    

MOPAR TOP FUEL DRAGSTER

For the 1996 and ’97 NHRA racing seasons the Mopar sponsorship went to the Mike Dunn-driven, Darrell Gwynn-owned Top Fuel Dragster team and it won at Memphis (’96) and had two runner-up appearances.

1997 MOPAR PERFORMANCE NEWS

Big news in the middle of 1997 was the win that took place at the NHRA Mopar Parts Nationals in Englishtown, N.J., when Darrell Alderman saw victory for the first time for the new team owner Dale Eicke in the Mopar-backed Dodge Avenger Pro Stocker. This was his comeback after all the drama that surrounded the former car that was run out of the Wayne Country Speed Shop operation. It marked Alderman’s first win since the Gatornationals in 1995. Then two weeks later, Mopar teammate Scott Geoffrion won the Western Auto Nationals in Topeka. The mysteries were over, Dale Eicke horsepower proved Mopar pro stock powerplants were no fluke! “These guys have really come a long way in a short period of time,” said Alderman about the wins. “Dale has provided Scott and me some good horsepower. It appears now we have a couple of motors that are pretty equal in horsepower so I look for things to just keep getting better. We can certainly be competitive despite how tough it is in Pro Stock racing.”

1997 MOPAR PERFORMANCE CATALOG

Team Mopar USAC Sprint Car Champion Jimmy Sills, NASCAR Craftsman Series Jimmy Hensley, Mike Dunn / Darrell Gwynn Top Fuel and Pro Stock Darrell Alderman vehicles dominated the cover of Mopar Performance’s 1997 catalog. The wording “Chrysler – Plymouth – Dodge – Jeep – Eagle” listed on the lower portion of the cover, with Eagle going away in 1998, and Plymouth gone in 2001.

1998: MOPAR MAGNUM ENGINE ASSEMBLIES

300- and 380-horsepower Mopar Performance Magnum Crate Motors highlighted this 1998 magazine “Power To Go!” advertisement, appealing to LA small block enthusiasts who wanted bolt-in performance. “Out of the box and into your car, one of these Mopar Magnum engine assemblies will fast forward you into the Winner’s circle with horsepower, time and money to spare.”

MASTER PARTS LOGO LISTING

The letters M-O-P-A-R have definitely become commonplace worldwide with people associated with Chrysler products and not everyone knows the full history of the trademark. In 1999, Mopar put together this board showing logos from the past and the years they represented.

1999: TECHNOLOGY FOR A COMPETITIVE ADVANTAGE

This 1999 advertisement points out if one wants to run 305.520-mph on the salt of the Bonneville Speedway Flats, use a Mopar Performance HEMI Crate Motor! This feat was accomplished with a 528-cid version and fitted inside the Dozier & Hegarty streamliner, driven to that impressive speed by David Dozier.

Mark Kinser in the Mopar Sprint Car during the 1999 season – Mopar has been deeply involved with sponsorships with sprint cars (winged and un-winged) over the years and using Chrysler small block W7 power, this particular car won the World of Outlaws series champion.

MOPAR PRO STOCK TRUCK

When the NHRA was running the Pro Stock Truck class, Mopar was heavily involved with support of the Todd Patterson 1999 Dodge Dakota powered by a high-revving small block Chrysler engine with all the latest tricks in the cylinder heads and induction system, Jerry Bickel chassis.

For the 2001 season, Dean Skuza debuted the Team Mopar Parts Nitro Funny Car and set a track record at the NHRA Seattle national event with a 313.29 mph run, and the Dodge Stratus R/T-bodied machine ran in the 4.80-second range throughout the year, all 1/4-mile times.

2002: BIG OMEGA M SYMBOL LOGO ARRIVES

The brainchild behind the use of the Omega M for the Mopar logo goes back to the mid-1960s when Chrysler artist/designer George Robinson and the success of it is still strong today, it screams “Mopar” with a single glimpse. 

MOPAR: 2005 CRAFTSMAN RACE TRUCK

In the #1 Mopar, Dodge Ram won the Craftsman Truck Series championship in NASCAR with Ted Musgrave behind the wheel, further advancing the Mopar brand in circle-track racing. The truck market is one of the most competitive vehicle markets in the USA and that year both Mopar and Dodge earned a lot of respect by beating all the other competitors. 

2007: AUTHENTIC PERFORMANCE

With the only image on the 2007 Mopar catalog being the GEN III 392 HEMI crate engine, it was clear that there was definitely a big focus on embracing modern technology. There was still an ample A- and B- and RB- product listings, plus of course the GEN II HEMI engine. 320 pages filled with a huge variety of Mopar Performance! 

As seen in this 2007 ad promotion, the Mopar P5153866 HEMI Race Block, featuring .250″ raised cam tunnel with the capacity to accommodate a 4.600″ bore, with stiffened, strengthened block. There were four different HEMI and 440 Wedge blocks listed, for street and race applications.

2008: MOPAR DESERT DOMINATION

“Trophy Truck” being the top class in off-roading, and for 2008, Mopar returned to racing in both the SCORE and SNORE Series, and chose the Collins Motorsports team to do it. Instant success came quickly as the truck won back-to-back wins at the San Felipe 250 and Mint 400 events! These trucks are radical machines that are purpose-built race vehicles with fiberglass replica body panels and full tubular frames. 

2008: NUFORMZ FORMULA DRIFT CHALLENGER

Shaun Carlson (1974-2009) was a fabricator extraordinaire who raced for Dodge and at the 2008 SEMA Show his Formula Drift Dodge Challenger was on full display in the Mopar booth. The car was state-of-the-art featuring removable carbon fiber body panels and unique build techniques that had never been seen in the drift car world. 

2009: DRAG PAK CHALLENGER

It was a major big deal when Mopar announced the 2009 Drag Pak Challenger program that provided drag racers with a good rolling chassis foundation. There was a choice of three different HEMI engines, 5.7L, 6.1L, plus for a lower-cost powerplant (5.9L Magnum V8). All 100 factory-built Drag Paks were sold that first year.  

2010: MOPAR AVENGER PRO STOCK

Previewed at the 2009 SEMA Show, the all-new 2010 Mopar-backed Allen Johnson NHRA Pro Stock Dodge Avenger, complete with the “liquid metal” paint scheme. With HEMI engine power from father Roy Johnson, the father-son team went on to bring home the NHRA Pro Stock World Championship for Mopar in 2012. 

2010: MOPAR MAKES IT

Promotional material for the 2010 Mopar line included a shot of the Challenger Package Drag Car plus the Allen Johnson J&J Mopar Pro Stocker. A visual distinction of the first-generation Drag Pak cars is the carbon fiber fresh air hood incorporating a front facing scoop design, inspired by the boundary-layer scoop on the 1970 T/A Challenger. 

While at the 5th annual Spring Festival of LXs at the Spectrum in Irvine, CA, there was a lot of enthusiasm for all things “Mopar” and for a multitude of Dodge Challengers, Chargers and Chrysler 300s that attended. Fun times and celebrating the then-current crop of new Mopar performance cars and racing activities!

2010: ALUMINUM MAX WEDGE

Shown in all its Mopar RB wedge engine glory, the “Aluminum Max Wedge with Cross-Ram Intake” display provided some serious eye candy for fans and historians of the original 413- and 426-cid powerplants from the early 1960s. Among the “P” parts was the 4.500″ finished bore aluminum block, 4.150″ forged steel crankshaft, aluminum raised port Max Wedge cylinder heads (2.200″ intake valve, 1.810″ exhaust valve), aluminum cross-ram intake manifold and cross-ram linkage assembly.

2010: 6.1 HEMI CRATE ENGINE

For the LC22 Drag Program, here was the 6.1L #P5155189 “Package Car Crate Engine” that included the throttle body/TPS assembly atop that tall intake manifold, these Mopar Gen III HEMI engines quickly caught on with drag racers and street enthusiasts alike, an important technology updated powerplant as compared to the classic Gen I and Gen II versions from years back.

2010: MOPAR NITRO FUNNY CAR

Mopar jumped into the NHRA Pro Stock back in 1988 with a big splash and by storm, this caught the entire Pro Stock fraternity class off-guard, and the effort saw near immediate success with the Dodge Daytona. A Jerry Haas chassis, a Keith Black aluminum block with custom-designed Chrysler B1 cylinder heads. A great driver in Darrell Alderman, and crew Mike Sullivan, David Hutchens, Jim Musrave. There was extreme high visibility for numerous years. People are still talking about it! Here’s a brief selection of past in-house promotions.

NHRA MOPAR PRO STOCK INVOLVEMENT

Mopar jumped into the NHRA Pro Stock back in 1988 with a big splash and by storm, this caught the entire Pro Stock fraternity class off-guard, and the effort saw near immediate success with the Dodge Daytona. A Jerry Haas chassis, a Keith Black aluminum block with custom-designed Chrysler B1 cylinder heads. A great driver in Darrell Alderman, and crew Mike Sullivan, David Hutchens, Jim Musrave. There was extreme high visibility for numerous years. People are still talking about it! Here’s a brief selection of past in-house promotions.

MOPAR MX

Mopar of Mexico jointly celebrated the various changing of the corporate logo as seen in this “Omega M” artistic promotional campaign. “Insurmountable Performance” is how it was presented.

MOTHER MOPAR PHOTO SHOOT

What a better place on the planet for a backdrop shooting a pair of ’71 Dodge Chargers, R/T and Super Bee. Epic!