Bob Broderdorf Named Head of Jeep North America

Earlier this week, Stellantis announced another senior management move, as Ram Trucks brand VP Bob Broderdorf was promoted to head the Jeep brand in North American, effective immediately. He replaces Bill Peffer, who took over the role atop the Trail Rated brand when longtime brand boss Jim Morrison retired last year.

This move makes a ton of sense, as Bob Broderdorf is a familiar face who is likely to bring a ton of enthusiasm for the brand, based on how he filled his roles at Ram and Dodge. He spent many years working with Tim Kuniskis, who he thanked and referred to as his “fearless mentor” on LinkedIn, and his general style is similar to what of Kuniskis – which leads me to believe that he will shine in this new role. Frankly, I am kind of surprised that Broderdorf wasn’t tapped to run Dodge, but with Dodge in the capable hands of Matt McAlear, Bob Broderdorf is tasked with ushering the Jeep brand into the new era.

“Today’s moves align with our focus on optimizing operations here in the region and preparing for our future,” said Carlos Zarlenga, COO, Stellantis North America. “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. And with his exceptional combination of retail automotive experience and leadership roles at both domestic and import OEMs, Bill will help us raise the bar as we work together with our dealer network to write the next chapter in our transformation.”

Peffer, a former Ford employee, came to Jeep from the Maserati brand, but after just 9 uneventful months in his new role, he is moving on to become the head of the North American dealer network starting on October 1. He is replacing Phil Langley, who is retiring from the company.