Fiat picks De Meo to run Alfa Romeo brand

Luca%20De%20MeoFiat Group has appointed chief marketing officer Luca De Meo to run the Alfa Romeo marque just three months after promoting him to the top group marketing role.

De Meo will retain his marketing role, but will also become global chief executive of Alfa Romeo, with a brief to spearhead the brand’s return to the US market. He replaces Antonio Baravalle, who is leaving Fiat “of his own accord”.

Fiat Group chief executive Sergio Marchionne says: “The commitment, passion and determination with which Luca De Meo faces great challenges is the best guarantee for Alfa Romeo’s relaunch plan, and the development of marketing activities across all Fiat Group brands.”

De Meo is also chief executive of Fiat’s once-hallowed racing marque Arbarth, which Fiat is planning to relaunch as its fifth brand alongside Alfa, Lancia, Maserati and Fiat itself.

He was promoted to the new group CMO role in September in the biggest marketing shake-up at the Italian carmaker in recent years (MW September 27). He oversees marketing for all of Fiat’s brands, as well as its agricultural equipment business CNH.

Marchionne said when he promoted De Meo – who was previously head of the Fiat brand – that he wanted to bring the different parts of the company’s business closer together. De Meo’s department controls the marketing strategy for the whole group.

Last month, it emerged that Fiat Group’s UK managing director Giulio Salomone was stepping down after two and a half years in the role (MW November 1). He was replaced by Fiat China chief Andrew Humberstone.


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