Chrysler CEO Sergio Marchionne put Reid Bigland, right, in charge of Alfa Romeo today.
Sergio Marchionne has been telling everyone who will listen for several months now that he’s serious about Alfa Romeo’s success. Today he proved it by putting Reid Bigland, formerly head of Ram Trucks, in charge of the brand.
He will continue as Head of U.S. Sales and as President and Chief Executive Officer of Chrysler Canada and the Fiat Chrysler Group Executive Council. Bigland will be replaced at Ram Trucks by Robert Hegbloom, who will also become a member of the NAFTA Leadership Team. Both appointments are effective immediately.
Bigland’s appointment underscores the importance Chrysler CEO Marchionne places on expanding the reach of the Alfa Romeo brand in the luxury segment around the world, which is expected to expand in the years to come. However, Alfa Romeo has only a limited presence in the U.S. now.
While the formal Chrysler-Fiat merger could stall this week because of resistance from some shareholders, Marchionne has said the effort to place new emphasis on the Alfa Romeo brand will not be altered.
Marchionne’s objective, according to a strategic plan he outlined back in May, is to replace sales of low-margin Fiat automobiles, which are taking a beating across Europe, with sales of a luxury branded vehicles such as Alfa Romeo, which commands relatively higher prices and better margins.
“I am delighted to be able to announce these appointments. Reid has demonstrated exceptional leadership skills in managing Chrysler’s consistent rise in sales and market share in both Canada and the U.S.,” Marchionne said.
(Ambitious Alfa Romeo launches U.S. comeback. For more, Click Here.)
Chrysler has posted 51 consecutive months of sales increases in the U.S. The company’s full-size trucks, as well as its Jeep brand, have played an integral role in those increases.
(Click Here for details on GM’s slide to fourth place.)
“The addition of Alfa Romeo to his portfolio of responsibilities is an indication of how committed we are to the establishment of this brand in the North American market, a process that has already started with the introduction of the Alfa Romeo 4C. Much more is expected from this brand in the next few years as outlined in our five-year plan presented on May 6, 2014, and Reid’s seniority and experience are ideal for the significant task that is now getting underway.
Hegbloom previously served as the Director of Ram Truck Brand. He has held a series of positions with increasing responsibility supporting the Company’s truck brand. Hegbloom joined Chrysler in 1986.
(To see more on Cadillac’s plans to develop a small car to compete with the Audi A3 and Mercedes CLA, Click Here.)
“Reid has been working intensely with Bob in the establishment of the Ram Truck Brand after separation from Dodge, and it is appropriate that Bob now be given the opportunity to continue and intensify the work started by Reid.