• Detroit Free Press, Tuesday, October 6, 2009 10:42 AM

Chrysler CEO Sergio Marchionne created a separate brand Monday for Dodge Ram trucks and also announced a management shake-up, Greg Gardner reports, fueling speculation that there will be an alignment that could reduce the profile of the Chrysler and Dodge brands.

Mike Accavitti and Peter Fong, who had been named president and CEO of the Dodge and Chrysler brands, respectively, in June, are gone. Olivier Francois, a marketing heavyweight from Europe, is not only replacing Fong but also will coordinate global marketing strategies, brand development and advertising for Chrysler and Fiat. Francois is credited with reviving Fiat's Lancia and Alfa Romeo brands in Europe with unconventional marketing, Gardner writes.

Accavitti's job will be split between Fred Diaz Jr., who will be president and CEO of Dodge Ram, and Chrysler's head of product design, Ralph Gilles, who adds the titles of president and CEO of Dodge cars.

"The rapid departure of Chrysler's and Dodge's top executives raises serious questions about the future of the brands," says John Wolkonowicz, an analyst with IHS Global Insight. Chrysler is scheduled to disclose its product plans next month.

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