GM to name Dewar as Chevrolet chief in brand shake-up

GM to name Dewar as Chevrolet chief in brand shake-up

Jamie LaReau

Automotive News | July 23, 2009 – 10:53 am EST


DETROIT — Brent Dewar, General Motors Co.’s European sales chief, today will be named head of Chevrolet as part of a leadership shake-up at two of the four surviving U.S. brands, two people familiar with the plan said.

Bryan Nesbitt, 40, currently chief of GM’s North American design, will become head of Cadillac on Aug. 1, Automotive News reported last night.

Susan Docherty will remain vice president of Buick and GMC, the sources said.

All three brand leaders will report to Bob Lutz, 77, who was named vice chairman of marketing as GM emerged from bankruptcy two weeks ago. He plans to make design the focus of GM’s advertising message.

Chevrolet’s current sales chief, Ed Peper, will take responsibility for Cadillac sales as the roles of division leaders are redefined, one of the sources said.

The intent is to integrate product design, marketing and advertising while allowing sales to have a separate focus. In that vein, Peper will report to Mark LaNeve, North American vice president in charge of sales and service.

Cadillac’s interim general managers, Steve Hill and Steve Shannon, will soon be reassigned, spokesman Terry Rhadigan said in confirming Nesbitt’s appointment late Wednesday. He declined to comment on any moves at Chevrolet.

Dewar, a 31-year GM veteran, has been in charge of European sales and marketing since June 2008. Prior to that he was North American vice president of field sales, service and parts.

He began his GM career with GM of Canada in 1978 and came to the United States 10 years later as manager of strategic planning for Chevrolet. He held several field positions with the brand before GM named him executive director of sales, service and marketing in Brazil.

Two years later he returned to the United States as general manager of GM’s Northeast region.

In March 2003 he became Chevrolet’s general marketing manager, helping launch 10 products within 20 months. He also was in charge of Chevy’s “Chevrolet: An American Revolution” ad campaign.

Dewar became North American vice president of marketing and advertising in 2005. Buick, GMC, Chevrolet and Cadillac remain part of GM following its U.S.-guided restructuring through bankruptcy. Saab, Hummer and Saturn are being sold, and Pontiac will be phased out next year.


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