Chrysler Gets Creative With Custom Cars

CENTERLINE, MI(WWJ) Chrysler has some aggressive plans for the upcoming SEMA aftermarket show in Las Vegas.

They showed off a handful of the 24 customized vehicles that they will bring to the show. Reporter got to see vehicles with nicknames like “Dodge Charger Juiced” and “Fiat 500 Beach Cruiser.”

VIDEO: Jeff Gilbert reports on custom Chryslers

Mark Trostle, who heads the design team for Chrysler’s Mopar and SRT brands, says it’s all about spurring the imagination of car buyers.

We want to show people. ‘Hey, maybe I didn’t think of this.’ or ‘Hey, that’s a great idea, I can do this. Let them see themselves in a vehicle, that we’ve done a certain way.”

This comes as more car buyers are customizing their vehicles, and carmakers are finding that to be a lucrative business, and something that attracts buyers to vehicles.
Trostle says the aftermarket is no longer an afterthought.

“I concentrate on developing Mopar components from day one. So, if we’re developing a new vehicle in, say, the Dodge studio, my studio is developing components to go along with that.”

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