Fiat Chrysler Appoints Reid Bigland Head of Alfa Romeo, Maserati

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Fiat Chrysler has named Reid Bigland, current U.S. sales boss for FCA, as the new CEO of the Alfa Romeo and Maserati brands. Bigland replaces Harald Wester, who has led Alfa Romeo since 2010 and Maserati since 2008.

Along with his new duties, Bigland will continue on as head of sales in the U.S. and chief executive of FCA Canada. Bigland started off at FCA in 2006 when he joined the company’s Canadian operations. In 2011, he served as president and CEO of the Dodge brand in the U.S. before leading the entire Ram brand in 2013. In 2014, he was appointed to lead the Alfa Romeo brand for North America.

The appointment comes at a trying time for Alfa Romeo. For one thing, the automaker has reportedly delayed the launch of the Giulia to tweak the car’s ride characteristics and safety performance. FCA is also hurting in China due to import restrictions.

Maserati is also failing to pick up steam after product delays and slow sales. The Levante had been delayed a year until it finally went on sale in Europe this month. The model is headed to the U.S. market in October. Maserati’s U.S. deliveries were down 16 percent during the first quarter, Automotive News reports.

Although he will no longer lead Alfa Romeo and Maserati, Wester will continue his role as Chief Technology Officer for FCA. The automaker’s CEO, Sergio Marchionne, issued a statement today addressing the change in leadership.

“I am thankful for the work Harald has carried out in the last few years establishing a sound technical framework for our two premium brands and which has culminated in the recent launch of the Maserati Levante and the Alfa Romeo Giulia,” Marchionne said. “It is time now for our efforts to be directed towards the global commercial expansion of these two brands, and I can think of no one better than Reid to fulfill that mission.”

Reid’s appointment takes effect immediately, FCA said.

Source: FCA, Automotive News (Subscription required)