Chrysler makes Alfa Romeo, Ram Truck brand appointments

Melissa Burden
The Detroit News

Chrysler Group LLC on Monday said it has appointed Reid Bigland to lead the Alfa Romeo brand for the North America region; it also named Robert Hegbloom to head the Ram truck brand. Both moves are effective immediately.

Bigland will continue as the head of U.S. sales and president and CEO of Chrysler Canada and remains a member of Chrysler’s NAFTA leadership team and the Fiat Chrysler Group Executive Council.

Hegbloom, who has worked at Chrysler since 1986 and since 2011 has been director of Ram product marketing, becomes a member of the NAFTA leadership team. He becomes the third chief for the Ram since April 2013. Bigland, who had been serving as president and CEO of the Dodge brand, was tapped in April 2013 for that role after Ram brand chief Fred Diaz left Chrysler Group for a U.S. sales and marketing post at Nissan Motor Co.

“Reid has demonstrated exceptional leadership skills in managing Chrysler’s consistent rise in sales and market share in both Canada and the U.S.,” Sergio Marchionne, chairman and CEO of Chrysler Group and CEO of Fiat SpA, said in a statement. “The addition of Alfa Romeo to his portfolio of responsibilities is an indication of how committed we are to the establishment of this brand in the North American market, a process that has already started with the introduction of the Alfa Romeo 4C.”

Fiat Chrysler Automobiles earlier this year said it expects to sell 150,000 Alfas in the U.S. by 2018. The first Alfas, including the new 2015 Alfa Romeo 4C coupe, are slated to hit dealerships later this year.

Marchionne also said that Bigland has worked with Hegbloom to separate the Ram Truck brand from Dodge.

“It is is appropriate that Bob now be given the opportunity to continue and intensify the work started by Reid,” Marchionne said in a statement.

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