AUBURN HILLS, Mich. — Stellantis has named a new head of Jeep North America to oversee the brand's strategy, sales and marketing in the U.S., Canada and Mexico.
Bob Broderdorf will assume the position on Oct. 1, according to a press release from Stellantis on Tuesday. He previously worked in executive positions for Ram and Dodge, also owned by the automaker.
“Today’s moves align with our focus on optimizing operations here in the region and preparing for our future,” Stellantis CEO Carlos Zarlenga said in a statement. “Bob’s diverse experiences in field sales, brand management, marketing strategy and product development will be critical as the Jeep brand launches its electrified portfolio over the next several years. And with his exceptional combination of retail automotive experience and leadership roles at both domestic and import OEMs, Bill will help us raise the bar as we work together with our dealer network to write the next chapter in our transformation."
The executive move comes as Stellantis tries to bounce back from disappointing net profits in the first half of the year. The automaker reported a net profit of 5.6 billion euros, or $6 billion, in the first half of 2024, compared to 11 billion euros in the same period last year, according to the Associated Press.
Tavares marked the company's performance in North America as needing improvement, specifically in inventory and market share.
The CEO also hopes the launch of a new spate of vehicles can turn profits around.