Mopar—Stellantis’ service, parts, and customer care arm—has launched a new digital and broadcast marketing campaign that uses humor to strengthen its positioning with consumers.
The details: The campaign, titled “Mopar Knows”, features a cast of Mopar service experts known as the “Mo Technicians” interacting with customers while highlighting their expertise and the brand’s service offerings.
The campaign uses a strategic mix of targeted media placements to reach vehicle owners, automotive enthusiasts, and service-minded consumers across channels where they are most engaged.
It includes a 60-second trailer and eight unique taglines, with short video spots focused on oil service, tires, parts, accessories, and repairs, while showcasing vehicles across Stellantis’ brands.
What they’re saying: “Mopar Knows is designed to increase awareness that Mopar is the trusted expert for maintaining and servicing Chrysler, Dodge, Jeep, and Ram vehicles,” Darren Bradshaw, senior vice president, Parts and Services, Stellantis North America, told CDG News via email. “Backed by nearly 90 years of experience and direct knowledge of vehicle engineering and technology, Mopar is uniquely positioned to provide owners with confidence and peace of mind throughout the ownership journey.”
Why it matters: The campaign gives Stellantis dealers additional marketing support to help strengthen customer retention as rising vehicle ownership costs put greater pressure on dealership service departments to compete with independent repair shops.
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Between the lines: Bradshaw said the campaign’s benefits extend beyond service traffic and brand awareness as Stellantis works to strengthen its relationship with dealers.
By supporting dealer service retention, the campaign helps create recurring revenue opportunities, increase customer lifetime value and improve the overall ownership experience, he said.
The campaign also reflects Stellantis’ commitment to investing in programs that help dealers succeed, using national marketing efforts to generate meaningful local business impact, Bradshaw added.
“As more customers return to dealership service lanes, dealers benefit from higher service retention, increased customer-pay revenue and stronger customer relationships,” said Bradshaw, adding, “The result is a win for dealers, customers and the Stellantis brands through higher retention, greater loyalty and stronger future sales opportunities.”
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