Chrysler is in the midst of a major turnaround – or so it hopes — and of the company’s five marques, perhaps Dodge, which has been repositioned the mainstream performance brand, is the biggest torch-carrier for the company.
A lot of the credit for that arguably goes to Ralph Gilles, the president and CEO of the brand – as well as the head of design for Chrysler itself.
The youthful Gilles, who favors designer jeans and casual button-down shirts, rather than the suit-and-tie uniform, resonates with the media and enthusiasts precisely because he comes across as a car guy and not a stuffed shirt.
“We need to re-open a discussion with America,” Gilles said. “Get our own identity.”