Dodge Brand Phased Out in Europe

As part of the internal reorganization which led to the splitting the Dodge brand into two separate nameplates, Chrysler will discontinue the Dodge brand in Europe. The report surfaced after the US-based manufacturer announced that Dodge will no longer exist as a single division and will be divided in Dodge Ram Brand and Dodge Car Brand.

But according to a report by autocar.co.uk, Chrysler will discontinue the Dodge brand in Europe as part of the new strategy set up by Fiat for its US-based ally. The brand, which was officially launched on the Old Continent in 2006, failed to impress, as it posted poor sales in most markets it was available.

“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, Chief Executive Officer, Chrysler Group LLC, said a few days ago when announcing the new Dodge plans.

Together with the new established brands, Chrysler also announced a number of management changes.

The CEO of the Dodge Car brand will be Ralph Gilles (who will additionally continue to be the chief of Chrysler's Group Product Design), while the Dodge Ram brand will be headed by Fred Diaz Jr., who will also be the head of the sales organization in the US. Michael Accavitti, head of the Dodge Brand, decided to leave the company "to pursue other interests," as the company said in a release.