Alfa Romeo in marketing rejig

Fiat-owned sporting marque Alfa Romeo has moved UK sales director Jeff Culkin over to the post of UK marketing director as part of a management reshuffleItalian Alfa Romeo marketer Mario di Maria will replace Culkin as sales director.

The reshuffle follows the departure of former Toyota marketer Robert Frost as marketing director, after little over a year in the job (MW January 29).

Before returning to the UK, Culkin was marketing director for Fiat Auto in Ireland. Di Maria, who has also worked for BMW, was sales director for Alfa Romeo in Italy’s central region.

At the end of this month, Alfa Romeo will launch the Bertone-designed GT Coupé in the UK, as a low-volume competitor to BMW’s 3-series Coupé. It will promote the car on television as part of a brand-building exercise.

At last month’s Geneva Motor Show, Alfa Romeo unveiled the Crosswagon, a 4×4 version of its recently revamped 156 range. It will go on sale at the end of the year. It also displayed the 8c Competizione, a Porsche-rivalling supercar to be launched next year, with the aim of underlining the marque’s sporting heritage.

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