Mopar Puts Its Technicians in the Ads as Stellantis Pours $500M Into Parts
Stellantis' parts and service brand has a new ad campaign built around comedic dealership techs. It lands as the company rebuilds the parts network behind them.
Stellantis' parts and service arm has a simple message for Chrysler, Dodge, Jeep, and Ram owners: bring it back to the dealer. Mopar's new "Mopar Knows" campaign, which went live October 5 on TV and digital channels, casts a crew of joking service-lane characters called the "Mo Technicians" to argue that factory-backed techs know these vehicles better than anyone.
It follows Jeep's "This Is Jeep Country" push under new brand CEO Branden Coté, which debuted in September. This one sells something far less glamorous than a new SUV: oil changes, tires, and collision repair. That business, however, sits much closer to dealer profits.
The rollout pairs a 60-second trailer with eight short spots. Each spot focuses on one slice of the business, including tires, oil service, accessories, and collision work, and one takes the form of a pop quiz. Publicis Collective produced the work with Mopar. Stellantis hasn't disclosed the budget, which networks are carrying the ads, or whether the campaign will run outside the U.S.
Darren Bradshaw, head of parts and services at Stellantis North America since February 2025 and previously the region's CFO, sums up the pitch. He says nobody understands a vehicle better than "the people who design, build and service it."
The ads arrive as Stellantis rebuilds the supply chain behind those service bays. In May 2025, the company committed $388 million to a Metro Detroit parts "Megahub" in Van Buren Township, Michigan. The hub will consolidate several older distribution centers around a robotic AutoStore retrieval system and is due to open in 2027.
A $41 million, 422,000-square-foot center in Forsyth, Georgia, came next. Counting a $64 million facility in East Fishkill, New York, Stellantis puts its recent parts-distribution spending at nearly $500 million. Automotive News reported last October that the company is also hiring more sales, parts, and service staff to work directly with dealers.
Plenty of owners have been visiting those service lanes for less flattering reasons. Recent examples include a rear coil spring recall covering 328,381 Grand Cherokees and a Jeep tire-pressure monitoring software recall, and dealers handle both fixes. Every recall visit gives the dealer a chance to win the paid maintenance work that "Mopar Knows" is chasing.
Mopar began in 1937 as the name of an antifreeze line and turns 90 next year. Stellantis hasn't said how it plans to mark the anniversary.
