Olivier Francois, Fred Diaz and Ralph Giles new big guys at Chrysler and Dodge

Olivier Francois is new CEO of Chrysler brand, Fred Diaz Jr. chief of Dodge Ram truck group and Ralph Giles takes over Dodge cars.

Chrysler appoints new CEO, splits Dodge brand into two groups

Chrysler Group LLC has effected a surprising overhaul of its top executive echelons, besides dividing Dodge into two groups – one focusing on cars and the other on trucks.

This move by the automaker is the second management revamp after Sergio Marchionne, CEO of Fiat Group SpA, took control of Chrysler on June 10, 2009, when it got out of the Chapter 11 bankruptcy protection.

In a statement, Chrysler said Peter Fong, president and CEO of the Chrysler brand as well as the firm’s top sales executive, and Michael Accavitti, president and CEO of the Dodge brand, “left the company.”

While Peter Fong left the company for “personal reasons,” Michael Accavitti quit in order to “pursue other interests,” Chrysler, based in Auburn Hills, Michigan, the United States, explained in the statement.

The company is bringing Olivier Francois from Fiat SpA, Chrysler’s partner, to become the CEO of the Chrysler brand. At the same time, Olivier Francois will continue his present task of managing Fiat’s Lancia brand and also will be responsible for Chrysler’s marketing worldwide. (The global marketing includes advertising and brand development for the Chrysler, Dodge Car, Dodge Ram and Jeep.)

Fred Diaz Jr., who was earlier managing Chrysler’s business centre at Denver, will be the chief of the Dodge Ram truck group. (The Ram brand comprises Chrysler’s new Ram pick-up trucks and its commercial vehicles.) In addition, Fred Diaz Jr., will be the lead sales executive in the United States for the Chrysler Group.

Ralph Gilles, now vice-president of design, is to take over charge of the Dodge car brand, apart from his present responsibilities in the design department, according to the company.

Fred Diaz Jr. and Ralph Gilles will be replacing Michael Accavitti, who was appointed to head Dodge by Sergio Marchionne in June 2009.

The exit of Peter Fong as the president and CEO of the Chrysler brand has surprised many in the automobile industry since he was appointed to the post just two weeks ago.
According to analysts, Sergio Marchionne and Peter Fong had appeared as the “public faces” of Chrysler at the Frankfurt Auto Show.

The executives of Chrysler had announced at the Frankfurt Auto Show that while they intended to make Chrysler a “high-end luxury brand,” the Dodge offerings would be cars and trucks in the performance and every-day segment, and Jeep would stay as a brand with sport utility and off-road vehicles.

Chrysler reportedly will announce its plans for future business and products in November 2009.

Media reports quoted Gary Dilts, formerly a sales executive in Chrysler and now a senior vice-president of the global automotive operations for J D Power and Associates, as commenting that Peter Fong and Michael Accavitti “did not leave Chrysler on their own” after having served the company only for a very short time.