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.