Volvo Cars has appointed Lex Kerssemakers to lead its North American sales efforts with the automaker implementing a plan to revive U.S. sales on the strength of a new product lineup led by the 2015 XC90 luxury SUV.

Kerssemakers will also oversee South American sales in his role as senior vice president of the Americas. He will assume the titles of president and chief executive of Volvo Cars of North America. Kerssemakers reports to Hakan Samuelsson, Volvo Cars' president and chief executive.

Kerssemakers replaces Tony Nicolosi, who moves into a new role as president of Volvo Cars Financial Services for the Americas.

Prior to his promotion, Kerssemakers had served as Volvo's senior vice president for product strategy and vehicle line management. He has spent more than 30 years in the automotive industry and the past 16 in executive and senior management roles at Volvo.

In addition to its redesigned XC90, Volvo is also hoping to gain market share with its V60 Cross Country wagon and S60 Cross Country sedan introduced at the 2015 North American International Auto Show.