Chrysler splits Dodge into two separate brands

Chrysler has announced a reorganization that will separate the Dodge brand into two separate organizations called Dodge Ram and Dodge Car. This move continues the company’s restructuring efforts that have included bankruptcy proceedings and partnership with Italian automaker Fiat.

In a statement, Chrysler CEO Sergio Marchionne said, “This reorganization will allow us to protect and develop the unique nature of the product offerings within the Dodge brand.”

Chief designer Ralph Gilles will now head the Dodge Car division as President and CEO. Fred Diaz Jr. moves up to lead the Dodge Ram group in the same capacity. Olivier Francois becomes the President and CEO of the Chrysler brand, moving over from Fiat where he headed the Lancia brand.

We hope the latest round of executive musical chairs helps the struggling automaker accelerate recovery plans.

—Liza Barth 

Comments

[Cale]

How strange. I thought there an agreement between the automakers that sought federal assistance and the government that the number of brands needed to be reduced, not increased. Chrysler should have been advised of this agreement but apparently plays by its own rules.

[Anthony]

I just purchased an '09 Ram this year, by far it is the best Mopar truck I've owned in 20 years being loyal to Chrysler. It is sad that patient zero in this whole sad debacle is Bob Eaton, he inherited a strong, solvent company from Lee. Getting into bed with Daimler was not a partnership of equals and from that point they were doomed. I give them two years tops before there is a fire sale. Guess my next vehicle will have to be a Ford.