FCA Names New Chief for Alfa and Maserati

Fiat Chrysler Automobiles NV has appointed Reid Bigland as CEO of its Alfa Romeo and Maserati brands, effective immediately. He will continue as CEO of Chrysler Canada and head of FCA sales operations in the U.S.

Bigland, 49, was named head of the Alfa brand in North America two years ago. He succeeds Harald Wester, 58, a mechanical engineer and longtime Fiat executive who will continue as FCA’s chief technical officer.

Wester is credited with leading developing of the rear-wheel drive platform that will carry a variety of Alfa and Dodge vehicles. He also helped to expand Maserati’s lineup with the “affordable” €50,000 ($55,900) Ghibli sport sedan in 2013 and has been developing two Maserati sports cars: the next-generation Gran Turismo due next year and the Alfieri in 2018.

CEO Sergio Marchionne says Bigland’s new assignment reflects FCA’s need to pivot from product development at Alfa and Maserati to a marketing push to globalize both brands. Alfa’s relaunch has been repeatedly delayed for years. Marchionne has described a successful expansion for the two marques as critical for FCA's financial strength.