Mopar Reveals Special Logo to Mark 90th Anniversary
American aftermarket car brand, Mopar, has unveiled a special one-off logo to commemorate its 90th anniversary.
Mopar – a portmanteau of 'motor' and 'parts' – was established by Chrysler in the 1920s as its parts division, then became the official brand name for the company's antifreeze product in 1937.
The brand later expanded beyond antifreeze to supply components for other Chrysler marques including Dodge and Plymouth, and even manufactured weapons and vehicles for combat during the Second World War.
The name gained prominence during the 1960s muscle car boom, when it entered the profitable aftermarket parts sector by offering a range of high-performance engines and styling components under the Mopar banner, alongside factory-supported racing initiatives for legendary muscle cars such as the Dodge Charger, Challenger, and Plymouth Barracuda.
Mopar became strongly associated with drag racing and NASCAR, delivering powerful performance kits and competition-ready parts, establishing a reputation on both streets and dragstrips that led owners to call their vehicles "Mopar" cars by the end of the decade.
During this period, Chrysler also introduced the recognisable "rolling M" logo, designed by George Robinson, a marketing manager and trained industrial designer.
Currently, Chrysler – now owned by automotive conglomerate Stellantis – leverages the Mopar name across multiple applications, serving as the brand for its worldwide service, parts and customer-care operations, and producing exclusive models bearing the Mopar badge.
The commemorative Mopar 90th logo will feature on a numbered under-bonnet plaque affixed to the radiator of the 'Mopar '27 Dodge Charger' (pictured below), a limited-edition that will be displayed at the 2026 SEMA Show in Las Vegas next week.
"Mopar is coming to Las Vegas ready to put performance in the spotlight," says Darren Bradshaw, senior vice president of parts and services at Stellantis North America.
Adding: "Race fans will be the first to get up close to our new limited-edition Mopar ‘27 Dodge Charger before the action heats up on the track, bringing high horsepower, adrenaline and an all-out drive to win that perfectly captures the spirit of our brands."
Source: Mopar
