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Jul 16, 2012

Chrysler, Fiat to share MD in South Africa

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The current CEO and MD of Chrysler South Africa (SA), Trent Barcroft, will also become CEO of Fiat Group Automobiles South Africa as part of ongoing cooperation between the two companies.

The current MD of Fiat Group Automobiles South Africa, Oscar Rivoli, will take up a position within the Europe, Middle East and Africa region, and will be based in Turin, Italy.

The announcement is the first South African corporate step in gaining synergies between the two companies, which share a common global leader, Fiat’s Sergio Machionne, since the acquisition of a 58.5% share in the once-bankrupt Chrysler Group LLC by Fiat Group Automobiles Spa. 

“The local moves to maximise synergies between the two companies is an important step within the global parameters of the Fiat-Chrysler deal and will benefit both companies enormously,” says Barcroft.

“The operational efficiencies are a natural gain, but the additional experience and resources we will be able to share will have knock-on effects that will ultimately benefit customers.”

Barcroft has been Chrysler SA MD since 2009, transplanted from running Chrysler’s operations in the Middle East.

His career spans 30 years with the company, including numerous positions in domestic and international sales, marketing and aftersales roles. 

Barcroft has a long association with the South African market, dating back to 1999 when he developed and installed the current dealer network, and went on to manage the Chrysler Division between 2000 and 2005 under the former DaimlerChrysler organisation. 

Under his leadership, year-to-date sales for Chrysler, Jeep and Dodge vehicles are 37% ahead of the same period last year.

“The Chrysler-Fiat partnership has created a very competitive global company,” says Barcroft. “All our brands complement each other well to provide customers outstanding value-for-money products in a variety of segments, be it the legendary Jeep celebrating its 70th birthday last year, or the fantastic brand and engineering heritage of Chrysler and Dodge. Fiat and Fiat Professional is brilliant at building small cars and commercial vehicles respectively.”

The Fiat and Alfa Romeo brands are already increasing their local dealer footprints off associations with Chrysler, Jeep and Dodge facilities, which should benefit customers directly thanks to expanded sales and service representation.

Further systems and best practice sharing will begin to roll-out through the two companies as they move forward with shared dealer networks, where circumstances allow. Head office operations will remain separate with some senior executive positions being combined.
 

Edited by: Creamer Media Reporter
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