Dodge Cars To Target Lifestyles, Ram Becomes Sub-Brand

Ralph Gilles -- formerly Chrysler's wunderkind designer and the force behind vehicles like the Chrysler 300 -- is now president and CEO of the Dodge brand, and he admits he has his work cut out for him. In laying out his plans for the troubled division at a press conference during Chrysler's day-long, five-year plan event on Nov. 4, Gilles said that for the Dodge division, being best-known for the Ram truck brand is part of the challenge. "If you ask the average American what Dodge is about, they talk trucks," he conceded. "That is a bit of the problem."

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