Chevy exec overhaul continues with Perry exit

Chris Perry has held several marketing positions since arriving at General Motors in August 2010.
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DETROIT -- Chris Perry resigned last week as Chevrolet's top U.S. marketer, part of an ongoing overhaul of the bow-tie brand's executive ranks.

Perry, 53, had served as Chevrolet's top marketer until last spring, when General Motors brought in former Volkswagen of America executive Tim Mahoney as Chevy's global chief marketing officer.

Since then, Mahoney, now 57, has been crafting his global strategy for Chevy's marketing message along with Alan Batey, who in June was appointed as senior vice president in charge of Chevrolet worldwide. Batey, 50, will remain global Chevy chief even as he transitions to a new job as president of GM North America, sources say.

A GM spokesman said the company hasn't picked Perry's replacement yet.

"GM would like to thank Chris for his dedication and contributions, and wishes him well in all his future endeavors," Batey said in a written statement last week.

Perry has held several marketing positions since his arrival at GM from Hyundai in August 2010.

He was hired by Joel Ewanick, then GM's chief marketing officer. Ewanick was dismissed from the company in July 2012.

Perry's title was tweaked several times during his 31/2 years at GM. In 2011, he became vice president of U.S. marketing for all four GM brands after Ewanick was promoted to a global role.

His role later reverted to head of Chevy marketing, but on a global basis, before Mahoney's arrival.

Perry had been Hyundai's top U.S. marketing executive before leaving for GM in 2010. Before that, he was No. 2 to Ewanick at Hyundai.

GM fired Ewanick amid accusations that he did not fully disclose financial details of a roughly $600 million Chevy sponsorship deal with British soccer club Manchester United.

At Chevrolet, Perry helped roll out the "Chevy Runs Deep" advertising campaign in the fall of 2010. GM phased out the theme early this year after concluding that it wasn't resonating with customers, replacing it with "Find New Roads."

He also spearheaded Chevy's "Under the Blue Arch" retail campaign, which was launched in early 2012 and still is used heavily by Chevy's regional dealer marketing groups. Chevy has run dozens of commercials featuring an ensemble cast of fictional characters as a platform for ads plugging everything from Silverados to Cruzes.

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