Campbell New General Manager at Chevrolet

Year-to-date total Chevrolet sales, at 1.2 million units, are off 27%.

James Campbell is now general manager of Chevrolet. In a late afternoon announcement, Susan Docherty, GM’s new vice president Sales, Service and Marketing, said that the 45-year-old veteran immediately replaces Brent Dewar, previously vice president global Chevrolet.

Dewar will retire effective April 1, 2010. Until then, Dewar will work closely with Campbell to ensure a smooth transition at Chevrolet and will be on a special assignment supporting Mark Reuss, GM president North America, in his new role.

All are under extreme pressure to increase sales and market share while cutting incentives at the once proud bowtie brand.

When asked yesterday how long his many recent new appointments have to deliver results, GM chairman and CEO, Ed Whitacre, tersely said “not long.”

Year-to-date Chevrolet sales, at 1.2 million units, are off 27%.

If GM is going to hang on to share – let alone increase it — as Hummer, Pontiac, Saab, and Saturn are phased out, Chevrolet must do the heavy lifting. And don’t think this is a trivial number. Even the weakened non core brands sold well over 10,000 vehicles in November in total.

Before his new general manager role, Campbell ran GM’s Fleet and Commercial Operations. He also held positions in field sales, retail incentives, marketing and customer relationship management.

He has played what GM describes as “important roles in many product launches,” including the Chevrolet Impala, Monte Carlo, Colorado and Corvette.

“Jim has a strong track record of building relationships and partnerships with dealers and customers, and deep Chevrolet experience,” Docherty said. “His energy, drive for results and willingness to take risks are great assets for leading the growing global Chevrolet brand.”

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