In a move that sounds more like a simple corporate restructuring than any real shake-up, Chrysler announced today that it will be creating a separate Dodge Ram brand to stand apart from the Dodge Car brand.
The creation of the Ram brand—to be overseen by CEO Fred Diaz, Jr., who, in what sounds like one hell of a promotion, moves from his position as director of Chrysler’s Denver Business Center—stems from the desire of the company’s Fiat overlords to create more separation between light-commercial vehicles and those that are more consumer-oriented. As such, the Ram brand’s portfolio will include both the redesigned-for-2009 Ram 1500, which won our most recent pickup comparison test, and the new-for-2010 Ram Heavy Duty, as well as the Dakota, Dodge chassis-cabs, and whatever’s left of the Sprinter van business before U.S. sales are taken over by its manufacturer, Mercedes-Benz. SUVs such as the Nitro and the next-generation Durango will fall under the purview of the Dodge Car brand, along with the Avenger, Caliber, Challenger, and Charger.
There’s no set date for the brand split to become official, although a company source says that today’s press release likely sped up any timetable for the move, which is intended to be a seamless one for consumers. It’s also unknown if Dodge badges will remain on the vehicles, although we’d bet they do based on the marque’s inclusion in the brand name. More information will be available in November, we’re told.
Ralph Gilles, who has the Chrysler 300 and the current crop of Chrysler minivans on his design résumé, will lead the Dodge Car group as president and CEO in addition to his duties as senior vice president for product design.
Thanks to: Car and Driver
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