Stellantis has named company veteran Bob Broderdorf its new Head of Jeep North America.
Bob Broderdorf succeeds Bill Peffer, who replaced Jim Morrison in the position last fall. Peffer will now be overseeing Stellantis’ dealer network development.
Broderdorf has held several marketing and brand executive positions with Stellantis and FCA and was most recently Ram’s global operations officer.
“Today’s moves align with our focus on optimizing operations here in the region and preparing for our future,” COO, Stellantis North America COO Carlos Zarlenga said in a press release. “Bob’s diverse experiences in field sales, brand management, marketing strategy and product development will be critical as the Jeep brand launches its electrified portfolio over the next several years.”
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Jeep’s U.S. sales dropped from a record 973,227 in 2018 to 642,924 last year as it has discontinued several models and seen increasing competition in the off-road space from other automakers. Ford’s Bronco and Bronco Sport have seen particular success in this space in recent years.
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Jeep recently launched a revamped Wrangler for 2024 and has several key new vehicles in the pipeline, including the upcoming Wagoneer S electric SUV and a new internal combustion engine-powered Cherokee.
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Jeep will also be bringing back the Renegade as an electric SUV priced around $25,000, but has not yet revealed any details about the model, which will is expected to be built alongside the Compass in Mexico.