New Leaders for Jeep and Ram
Stellantis NV has appointed fresh leadership for its Jeep and Ram brands, continuing a wave of changes under CEO Antonio Filosa's effort to revive the company's declining US operations. Branden Coté, who previously worked as an executive at the retail giant AutoNation Inc., is set to become the head of Jeep on August 3. He succeeds Bob Broderdorf, who is stepping away from the company on medical leave following a cancer diagnosis. In a LinkedIn post, Broderdorf announced his medical leave, and Stellantis stated that upon his return, he will take on a different leadership position.
Matt VanDyke, who previously served as an executive at Ford Motor Co., will oversee the Ram truck brand. Both new hires will report directly to Tim Kuniskis, who continues to oversee North American brand operations, marketing, and retail strategy after his previous role as Ram CEO.
Overcoming US Sales Slump
The appointments come as Stellantis, formed from the merger of Fiat Chrysler Automobiles and PSA Group, faces mounting pressure to address a years-long slide in U.S. market share. The company's Jeep brand, once a profit powerhouse, has seen sales decline amid aging models and intense competition, while Ram has shown recent improvement but still lags behind rivals. Stellantis CEO Antonio Filosa has made leadership changes a cornerstone of his turnaround plan, including hiring a new U.S. sales chief in April. These moves reflect a broader effort to streamline operations and boost the brand's presence in a market that remains critical to the automaker's global profitability.
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Years of Sales Declines
Although Ram's truck sales have shown improvement in 2024, Jeep has failed to achieve strong growth, even with the introduction of a new hybrid version of the Cherokee. Total US deliveries increased by 5% in the first half of 2024, primarily due to Ram's stronger performance.
Stellantis, created in 2021 from the merger of Fiat Chrysler Automobiles and PSA Group, has been grappling with a prolonged downturn in its North American operations. The Jeep brand, once a cornerstone of profitability, has struggled with an aging lineup and fierce competition, while Ram has seen some improvement but still trails key rivals. CEO Antonio Filosa has prioritized leadership changes as part of a broader strategy to stabilize the region's performance.
Filosa brought in Michael Orange, previously the vice president of national sales at Hyundai Motor America, to become Stellantis' US sales chief in April, succeeding Jeff Kommor.
The leadership overhaul reflects Stellantis' determination to reverse its sales slump in the US. A key part of this effort involves updating product portfolios that have been criticized for lacking fresh entries, especially in the increasingly competitive SUV and pickup segments where rivals like Ford and General Motors have maintained strong momentum.
What's Next for Stellantis
For the North American market, the company intends to introduce a compact and a midsize pickup truck, along with a lower-priced model for Dodge.
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