Fiat appoints heir as head of promotion

Fiat Auto has promoted the heir to the dynasty controlling a third of the Fiat empire, Lapo Elkann, to head of brand promotion for all its brands. Elkann is the grandson of the late Gianni Agnelli.The appointment is part of a fundamental restructure of the Fiat Auto’s loss-making business unveiled last week, which sees power centralised under new chief executive Herbert Demel. The three marques, Fiat, Alfa Romeo and Lancia will lose operational independence and be run as marketing divisions of the automotive giant.

Elkann began to work in Fiat’s marketing department last year, where he was put in charge of operational marketing for the Fiat brand. He has since launched clothing under the Fiat brand.

Elkann will be in charge of all marketing activity for Fiat, Alfa Romeo, Lancia and Fiat Light Commercial Vehicles, except for above-the-line advertising. He will report directly to Demel.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here