Fiat Chrysler Automobiles is putting new leadership in charge of its operations in China, as it tries to boost its position in the world's biggest automotive market.
The company announced Monday that "the move is part of ongoing actions FCA is taking to improve the competitiveness of its business in China."
FCA has a joint venture with China's Guangzhou Automobile Group. GAC has displayed its vehicles prominently at the recent North American International Auto Show in Detroit, and the company has said it wants to sell vehicles in the United States.
Massimiliano "Max" Trantini becomes president of "Guangzhou Automobile Group (GAC) Fiat Chrysler Automobiles Sales Co., Ltd., its sales company with GAC in China," according to a news release announcing the change.
Trantini replaces Daphne Zheng, who had been FCA's chief operating officer for China and president of the joint sales company, the release said, noting that Zheng is leaving FCA. She had been with FCA for eight years, and began her career as a journalist at China Daily in 1993 and served later as director of public relations at GM China before joining FCA.
"We are taking a number of actions to improve the competitiveness of our business in China, including the appointment of M. Trantini as the president of our JV's sales company there. In addition, we have put additional focus on reducing our cost structure, improving our quality and strengthening our product plans for the China market," according to Shawn Morgan, an FCA spokeswoman.
She noted that FCA's efforts are happening at a time when the entire Chinese automotive market has hit an "unexpected sharp drop."
"But we continue to see China as a tremendous opportunity. We are relatively new and small in the market ... which means we have plenty of room to grow there," Morgan said, noting that elevating Trantini is part of the company's effort to become more competitive.
