Official: Dodge Ram to Become Separate Brand, Gilles to Lead Dodge Cars
As was previously rumored, the Chrysler Group will split Dodge’s lineup into two different brands, one for all of Dodge’s passenger vehicles, and the other comprised of Dodge’s truck models.
“The brand-focused strategy has been refined further with the unbundling of the Dodge brand, which now consists of the Dodge Ram brand and the Dodge Car brand organizations,” said Sergio Marchionne, Chrysler Group CEO. “This reorganization will allow us to protect and develop the unique nature of the product offerings within the Dodge brand.”
Heading up the newly established Ram brand is Fred Diaz Jr., who was also appointed the new executive of Chrysler’s U.S. sales. The Ram brand will consist of the entire Ram lineup, the Dakota, and possibly a Fiat-sourced replacement for the Daimler-built Sprinter van.
Chrysler also announced an array of new appointments throughout the company. Dodge Cars is now under the control of Ralph Gilles, who will still retain his previous position as Chrysler Group’s design chief. At the Chrysler brand, Oliver Francois assumes the position of brand CEO from Peter Fong. In addition to his Chrysler duties, Francois will also remain the CEO of Fiat’s Lancia brand.