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Campbell New General Manager at Chevrolet

GM’s volume brand gets a veteran to increase share and sales.

by on Dec.09, 2009

Chevrolet General Manager Jim Campbell

Year-to-date total Chevrolet sales, at 1.2 million units, are off 27%.

James Campbell is now general manager of Chevrolet. In a late afternoon announcement, Susan Docherty, GM’s new vice president Sales, Service and Marketing, said that the 45-year-old veteran immediately replaces Brent Dewar, previously vice president global Chevrolet.

Dewar will retire effective April 1, 2010. Until then, Dewar will work closely with Campbell to ensure a smooth transition at Chevrolet and will be on a special assignment supporting Mark Reuss, GM president North America, in his new role.

All are under extreme pressure to increase sales and market share while cutting incentives at the once proud bowtie brand.

When asked yesterday how long his many recent new appointments have to deliver results, GM chairman and CEO, Ed Whitacre, tersely said “not long.”

Year-to-date Chevrolet sales, at 1.2 million units, are off 27%.

If GM is going to hang on to share – let alone increase it — as Hummer, Pontiac, Saab, and Saturn are phased out, Chevrolet must do the heavy lifting. And don’t think this is a trivial number. Even the weakened non core brands sold well over 10,000 vehicles in November in total.