Chrysler reshuffles execs, offices in Europe

By Rick Kranz, Automotive News

Detroit, Michigan -- The Chrysler group has overhauled its operations in western Europe as it prepares to launch several models here starting in 2006.

A new sales, service and support office is being set up in Stuttgart to coordinate Chrysler's business in western Europe. The company's office in Brussels will close.

Jacques Bousquet has been named director of Chrysler Group Operations in western Europe - a new title. He will head the Stuttgart office, which opens 1 Jan.

Bousquet had been managing director of Chrysler, Jeep and Dodge at DaimlerChrysler AG in France.

The new strategy will result in "greater coordination in Europe for penetrating the market, reducing complexity and getting our product launch on track," said Thomas Hausch, Chrysler group executive director of international sales and marketing.

The office also will coordinate a strategy to improve sales and service customer satisfaction scores in western Europe, he said. The Chrysler group's goal is to rank in the top 25 percent of each survey in each market in 2007.

Western Europe is the Chrysler group's largest market outside North America. Chrysler expects to sell about 90 000 vehicles in western Europe in 2005. That would represent about half of total Chrysler group sales outside of North America.

Next year Chrysler plans a major campaign in western Europe to introduce the Dodge brand. It will launch both the Dodge Caliber hatchback and Nitro SUV next year. Chrysler currently sells one Dodge model, the limited-edition Viper SRT-10.

Also next year, the automaker will add two Jeep nameplates in western Europe: the seven-passenger Commander and an entry-level hatchback called the Compass. It also will introduce the redesigned Wrangler.

Speaking of the product blitz, Hausch said, "Our dealers in right-hand-drive countries will go from six to maybe 15, 18 models in two, three years. Our left-hand-drive countries will more than double the number of models available."

Chrysler also expects to triple the number of diesel-powered models by 2007 or 2008, he said.

Hausch said the Chrysler group has about 1000 retail outlets and about 650 dealer-owners in western Europe. Between 2006 and 2007, "we expect to gain about 20 percent additional outlets across Europe. They will all be Chrysler, Jeep and Dodge dealers.

From Automotive News (A Crain publication)