E. A. (Gene) Crane, 51, and Curtis J. Crivelli, 46, will be named executive vice presidents at Great Western Financial, effective Jan. 1, 1989. Crane will direct the real estate services division, replacing E. R. Hoffman, who will retire. Crivelli will direct the retail banking division, replacing Anthony C. La Scala, who will also retire. Hoffman and La Scala will continue with the company as senior advisers to the president. La Scala will continue to be involved in the company’s mergers and acquisitions activities, while Hoffman will continue to be involved in the expansion of the company’s real estate lending operation outside of California. Each will serve as directors of various Great Western subsidiaries. Crane and Crivelli previously were senior vice presidents at the Beverly Hills-based firm.