Nissan names Chrysler exec Diaz to head U.S. sales, marketing

NASHVILLE -- Nissan Motor Co. today named Fred Diaz, head of Chrysler Group's Ram brand and Mexico operations, divisional vice president of Nissan Division sales and marketing.

Diaz, 47, becomes the first Chrysler Group brand-level executive to voluntarily leave since the automaker was taken over by Fiat S.p.A.

He takes over Nissan sales and marketing at a time when the Japanese brand's long rise in U.S. market share appears to be stalling, even as dealer lots are flush with redesigned models.

Diaz, in an expanded role at Nissan, replaces Al Castignetti, who has left the company after 15 years to pursue other interests, according to a Nissan spokesman.

Castignetti was named Nissan Division vice president for sales on Jan. 1, 2008.

Diaz will report to Jose Munoz, who this month became senior vice president for Nissan sales and marketing for North and South America.

Diaz will be responsible for Nissan sales, marketing, fixed operations, parts and service, advertising and administration. The company's light commercial truck business and fleet sales also will report to him.

Nissan Division's monthly U.S. sales hit an all-time high in March, increasing 0.4 percent to 126,623 cars and trucks from March 2012. The brand's mid-sized Altima, in a rare achievement, passed the Toyota Camry to become the nation's best-selling car.

But while sales are rising, Nissan's growth in U.S. market share has slowed. Nissan closed 2012 with a 7.1 percent share of the U.S. market, down from 7.4 percent at the end of 2011.

The company had been steadily racking up share – up from 6 percent at the end of 2008.

Nissan Motor Co. has recently targeted a 10 percent market share for Nissan and the luxury Infiniti brand combined. It finished 2012 with a combined U.S. share of 7.9 percent, down from 8.2 percent for all of 2011.

Diaz was named CEO of the Ram brand in October 2009, and chief of Chrysler's Mexico operations in 2011. In Mexico, he was responsible for Chrysler, Jeep, Dodge and Ram brands.