Fiat is wasting little time in putting its stamp on the “new” Chrysler. The news yesterday was the split of the Dodge brand into two separate entities focusing on their respective products.
The Dodge Brand will be led by Fred Diaz Jr. as president and CEO. Ralph Gilles will serve as president and CEO of the Dodge Car Brand. The two men will be responsible for the profits and losses of their respective portfolios.
The question, as an outsider, is why the split?
“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. This reorganization will allow us to protect and develop the unique nature of the product offerings within the Dodge Brand,” Sergio Marchionne, Chrysler Group CEO said.
OK, at least there is a plan. Fiat must feel that having two separate entities can improve the products. I wonder if there is something else behind the move. Only Fiat knows for sure.
The company had previously announced it was no longer going to sell the Dodge Sprinter. Mercedes-Benz USA is taking over the Sprinter brand.