Worldwide brand-marketing decisions for Chrysler, Jeep, Plymouth and Dodge vehicles will be made in Auburn Hills, Michigan, USA, DaimlerChrysler has decided.
The new plan rescinds Daimler-Chrysler's strategy of delegating marketing decisions to the various global regions. Regional managers will still control local matters, however, such as when to close or open a dealership.
Managers of the various brand-marketing offices will report to Theodor Cunningham, executive vice president of global sales and marketing. DaimlerChrysler's Mopar parts division will also report directly to Cunningham.
'This reorganization represents a much-needed step in our efforts to integrate domestic and international marketing processes to establish a global brand management program for our Chrysler, Jeep, Plymouth and Dodge brands,' said Cunningham.
Under the new strategy, Chrysler, Plymouth, Jeep and Dodge brands will project a unified voice in marketing and advertising, with all decisions coming from Auburn Hills, said DaimlerChrysler spokeswoman Megan Giles.
On the logistical side, dealers of the former Chrysler Corp. had succeeded in getting all of their computer systems talking with one another shortly before the merger with Daimler-Benz AG. Now, Giles said, the company will work on making all DaimlerChrysler dealerships in every region around the world compatible.