Chrysler Group has announced that the Fiat brand in North America will be headed by Laura Soave, a former Ford and Volkswagen marketing executive. She will be responsible for reintroducing Fiat to North America. The present plans call for the Fiat 500 minicar to be the only Fiat vehicle sold in North America.
The 500, which will be introduced this December, will be produced in Chrysler's Toluca, Mexico plant. The 500 will go on sale in some Chrysler dealerships.
Soave will report directly to Sergio Marchionne, CEO of both Chrysler Group and Fiat Auto. Similar to the chiefs of the Chrysler, Dodge, Jeep, Ram and Mopar brands, Soave will have profit and loss responsibility for the Fiat business in North America.
In a statement, Marchionne divulged that Soave has extensive experience in automotive marketing" and this will serve as a springboard for reintroducing the Fiat brand when it arrives in the U.S. and Canada after having been absent for more than 25 years.
Soave had most recently served as general manager of experiential marketing, a consumer marketing post, at Volkswagen of America. Before this, she had worked at Ford's marketing division too.