Mopar has been selling products for Jeep vehicles for a while, but in an announcement at the NADA show, it's finally decided to move beyond bike racks and vinyl care products.

Chrysler's performance parts division will begin offering the equipment buyers normally purchase through aftermarket firms soon after they leave the dealership. While the first run of parts – everything from carbon fiber appliqués to stereo systems – aren't what you'd call Rubicon-rated, Mopar will also be offering heavy-duty bumpers equipped with winches, lifted suspension setups and other off-road ready kit.

In addition to the product push, dealers and owners can sit down in front of the new Electronic Accessory System – dubbed EASy – where they can customize their ride as they see fit. The system is only available at dealers right now, but Mopar will be launching an online site on March 31st so potential mud-pluggers can soup-up their rides from the comfort of their couch.

All the equipment can be installed by dealers, something that's key to the product's success, since most owners buy accessories for their Jeeps within the first 90 days of rolling off the lot.

[Source: Automotive News – Sub. Req.]