CHOSEN BECAUSE: 

Jeep and Ram are FCA’s bread-and-butter brands, and Jim Morrison has played a lead role in the success of both. After three years at the high-flying truck division, in June the 51-year-old native of Fredericton, N.B., took on the weighty role of lifting Jeep out of a period of slowing sales. Rebuilding volume will centre around what customers are looking for and staying “laser focused” on details in each Jeep model. Canadians, in particular, place an emphasis on affordability, fuel economy and all-weather performance. Initiatives include building on momentum for the hot-selling Grand Cherokee with an upcoming redesign, ensuring production targets are met for the redesigned Wrangler, and driving sales of the recently released Gladiator pickup. Morrison has a passion for the Jeep brand, and the sense of community owners share.

As former director of Jeep product marketing and global coordination, Morrison said a healthy relationship with dealers is a top priority. 

IN HIS OWN WORDS: 

“We’re just the temporary curators of the brand here at Jeep, but it’s something that’s built on a foundation of enthusiasts and a foundation of real people that have made Jeep the cornerstone of their life.”