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Big changes in Rootes marketing
Page 62
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• Over the next two years operators will witness considerable changes in the marking and marketing of Rootes commercial vehicles; as outlined briefly in CM a few weeks back, these will be some of the fruits of the considerable reorganization in structure, staff and product planning which has followed the Chrysler take-over.
The multitude of Rootes companies—there were 30—have now been consolidated into two main operating companies: Rootes Motors Ltd., covering all English manufacturing and sales activities, and Rootes Motors (Scotland) Ltd., which undertakes all manufacture in Scotland.
Dodge production has, of course, been moved from Kew to Dunstable, the recently extended and modernized plant which is now being further expanded. The name Dodge will be used for the heavy end of the range and within the next two years the naming and selling of Rootes commercials will have altered radically.
The light vans (Hillman /Comrner Imps at present) which are car-based models will be sold and serviced through car franchise holders. Other light vans, together with light /medium vans and trucks up to just over 12 tons gross will all be named Cornmer and will be handled through exclusively Commer main and retail dealers—for which
Rootes car dealers will be the favoured candidates so long as they meet financial and equipment standards.
All vehicles heavier than this will become Dodge, which will be sold and serviced through 30-40 Dodge truck centres which will support a network of retail dealers—for which Corn mer dealers will be prime candidates. Karrier will change from a marque name to a model name: for example, Dodge Karrier municipal and specialized models.
From April 1 there have been homemarket warranty changes. All new Commer and Dodge trucks over 50cwt gross weight are covered for 12 months or 25,000 miles, for both labour and materials, and their engines for 12 months or 50,000. Models below 50cwt gross will be covered for 12 months/12,000 miles including labour.
Despite current and imminent events in the transport world, Rootes forecasts an increase from a total UK commercial vehicle sale of 156,000 units in 1967 to 230,000 units a year by 1974-5, a rise of just under 50 per cent.
Since Mr. Gilbert Hunt joined Rootes from Massey Ferguson last May there have been changes in company structure and senior appointments. Lord Rootes is company chairman and Mr. Hunt is managing director and chief executive. He heads a team which has been organized into an administration committee, each of whose director members is responsible directly to the chief executive for a particular activity of the company.
These directors are: B. M. Hyde (operations), H. J. C. Weighell (product planning and development), W. J. Tate (finance), J. M. Booth (personnel), A. J. Bullock (public relations), G. H. B. Cattell (manufacturing) and L. G. Rice (marketing and sales).
Each in turn has his top team; for example, Mr. Weighell has reporting directly to him H. Sheron (product engineering), A. J. Smith (vehicle legislation and patents), W. H. M. Papworth (product planning) and E. S. Whyte (styling). Among those immediately answerable to Larry Rice are newly appointed J. E. Campeau (home sales director), P. G. J. Sargent (service director) and J. H. Woodin (parts director). General service manager for trucks is W. J. Pullen; general sales manager is J. D. Richards. F. M. S. Best is now in charge of dealer relations.
The streamlined structure puts the top administrative committee in charge of the day-to-day administration of a greatly altered organization.