Chrysler Appoints Reid Bigland as Ram Brand Chief After Diaz Departs for Nissan
Reid Bigland takes over leadership of the Ram truck brand following Fred Diaz’s exit to Nissan, while retaining his US sales and Chrysler Canada roles.
Chrysler Group has named Reid Bigland as the new head of its Ram truck division following Fred Diaz’s departure to Nissan, the company announced in April 2013. Bigland, who joined Chrysler in 2006, will retain his existing responsibilities as CEO of Chrysler Canada and head of US sales alongside his new role leading the Ram brand. This leadership shift comes at a pivotal time for Chrysler, as the company aims to sustain its momentum within the competitive North American truck market.
Fred Diaz’s Departure and Legacy at Ram
Fred Diaz, who had led the Ram brand since its establishment as a separate division in 2009, left Chrysler after 24 years to become Nissan’s vice president of US sales and marketing. Diaz’s move to Nissan was effective from 1 May 2013, where he replaced Al Castignetti following Castignetti’s resignation. During his time at Chrysler, Diaz oversaw Ram’s separation from Dodge and its strategic focus on the US pickup market, helping to position Ram as a significant player in the segment. His leadership was instrumental in guiding the brand through a period of growth and increased market share.
Chrysler’s Management Reshuffle
Bigland’s appointment to Ram is part of a broader management reshuffle at Chrysler. Tim Kuniskis, a 21-year company veteran, steps in as Dodge brand chief following Bigland’s move. Jason Stoicevich, with a decade at Chrysler, becomes head of Fiat for North America and will also manage the company’s California office. Bruno Cattori has been named to lead Chrysler’s operations in Mexico. These changes reflect the company’s strategy to place experienced leaders in key positions across its various brands and regions.
The timing of these appointments coincides with Chrysler’s efforts to continue its run of monthly US sales gains, which had reached three years by early 2013. This streak marked the company’s longest period of consecutive monthly sales growth since the mid-1980s, underscoring the importance of stable and effective leadership during a period of recovery and competition in the automotive industry.
Implications for Ram and Chrysler
Bigland’s expanded responsibilities mean he will directly oversee Ram’s product strategy, marketing, and sales performance while continuing to drive overall US sales and Canadian operations. The Ram brand, which had been gaining share in the full-size pickup segment, remains a key pillar of Chrysler’s North American business. Bigland’s dual role as sales chief and Ram boss places him at the centre of Chrysler’s efforts to maintain momentum in the competitive US pickup market. His experience leading Chrysler Canada and overseeing US sales is expected to provide continuity and strategic direction for the Ram brand as it seeks to build on recent successes.
With Diaz moving to Nissan, both manufacturers gain leaders with deep experience in US truck and sales operations. Nissan’s decision to appoint Diaz as vice president of US sales and marketing highlights the value of his expertise in the pickup segment, especially as Nissan looks to strengthen its own position in the American market. At Chrysler, the leadership changes are designed to ensure that each brand continues to perform strongly under the guidance of experienced executives.
Leadership Profiles and Responsibilities
- Reid Bigland: Head of Ram, Chrysler Canada CEO, US sales chief
- Tim Kuniskis: Dodge brand chief
- Jason Stoicevich: Fiat North America head, also manages Chrysler’s California office
- Bruno Cattori: Chrysler Mexico chief
Reid Bigland’s leadership at Ram will involve overseeing product launches, marketing campaigns, and the overall sales strategy. His continued oversight of US sales and Chrysler Canada adds to his portfolio, reflecting the company’s confidence in his ability to manage multiple high-profile roles. Tim Kuniskis, with over two decades at Chrysler, brings significant experience to the Dodge brand, while Jason Stoicevich’s appointment to Fiat North America and the California office signals a focus on regional growth and brand development. Bruno Cattori’s new role as head of Chrysler Mexico is also expected to support the company’s operations in a key market.
Broader Industry Context
These management changes at Chrysler come amid ongoing competition in the North American automotive market, particularly in the full-size pickup segment where Ram has been competing against established rivals. The leadership transitions are aimed at sustaining Chrysler’s sales growth and ensuring that each of its brands is well-positioned for future challenges. The appointment of seasoned executives to oversee different brands and regions is part of Chrysler’s broader strategy to maintain its recovery and build on recent achievements.
As both Chrysler and Nissan adjust to these changes, the moves are likely to influence their respective approaches to sales, marketing, and product development in the coming years. The expertise brought by leaders like Bigland and Diaz is expected to shape the direction of the companies’ truck and commercial vehicle strategies, with potential implications for market share and brand strength in North America.
