Don't call Peter Arnell's return to Chrysler — the scene of his advertising agency's biggest blowup — a quest for redemption.
Arnell rejects suggestions that his new design role offers a second chance to make good at Chrysler. The automaker dropped his agency, the Arnell Group, after the failure of a 2003 campaign featuring singer Celine Dion.
Arnell worked with Chrysler LLC CEO Bob Nardelli when the latter headed Home Depot Inc. The hope at Chrysler is that Arnell, who has the title of acting chief information officer, will sharpen the automaker's design approach and customer relations.
"This is a line in the sand where I take my rightful place as an industrial designer," Arnell says.