MUNICH -- Opel strategy chief Thomas Sedran will be the new head of Chevrolet and Cadillac in Europe.
Sedran, 48, starts on July 1. He will replace Susan Docherty, 50, the former U.S. marketing chief who said last week that she will leave General Motors to spend more time with her family.
"Obviously we're taking a hard look at Chevrolet in Europe and we need a fresh perspective," GM CEO Dan Akerson said at an employee gathering in Detroit today.
Sedran said in a statement that Chevrolet had one of the youngest model ranges after launching 15 new or upgraded models in the past three years including the Trax subcompact SUV, while Cadillac expected to attract new customers with cars such as the sporty ATS, which competes against the BMW 3 series.
"With more than 20 years of experience in the automotive business, Thomas will be key in driving the business and the long-term strategy for Chevrolet and Cadillac's success in Europe," said Tim Lee, GM's head of international operations, in a statement.
Bringing Opel's strategy chief to Chevrolet may help prevent any further cannibalization of each other's sales by more clearly delineating the two mass market brands.
Akerson said of Sedran: "He understands the channel conflicts we inevitably have had between Opel and Chevrolet. How do we reposition?"