Chrysler Group Assigns 300 Designer to Truck Division

Dodge and Jeep Brands Desperately Need to Expand Light Truck Lineup

You've got to wonder just what's up Chrysler Group's sleeve, with the latest move of transferring Ralph Gilles,

Ralph Gilles, previous head of the Chrysler 300, Dodge Magnum and Dodge Charger design team is now the leader of the light truck division design department. (Photo: Justin Couture, Canadian Auto Press)

previous head of the Chrysler 300, Dodge Magnum and Dodge Charger design team, from his more recent posting overseeing the Dodge Caravan and Chrysler Town & Country minivan replacements to the leader of the light truck division design department.

It's not like Dodge particularly needs to come to market with bolder styling, as the Ram and Dakota still offer brazen big rig overtures resulting in a more distinctive brand appearance than any rivals, but the automaker doesn't want to rest on its laurels either.

After all, the Ford F-150 is still the runaway leader with a target of about 850,000 sales this year, which is actually down on 2004 by 50,000. Nevertheless, its the top selling vehicle in both Canada and the U.S. GM's Chevy Silverado and GMC Sierra duo are second and Dodge still lags behind in third, ahead of Toyota and Nissan with their relatively new Tundra and Titan respectively.

But the light truck segment also includes SUVs, and when such

As of July 2, 2005, sales of light trucks in the U.S. were up 3 percent. (Photo: Trevor Hofmann, Canadian Auto Press)

are factored in Chrysler Group lags further behind. As of July 2, 2005, sales of light trucks in the U.S. (and that includes so-called heavy duty models such as the Ford F-350, Chevy Silverado 3500 and Dodge Ram 3500) were up 3 percent, despite all the chatter about changing buying patterns instigated by rising fuel costs, for a total of 4,596,369 units compared to 4,497,435 last year - incidentally the only vehicle segment to drop in sales volume, by 2 percent, is European vehicles, thanks to regular fumbling by the once powerful Volkswagen brand. Contrarily, Asian vehicle sales are up 7 percent, if you were wondering which continent was making headway.