Chrysler Taps Industry Vet to Lead Fiat in North America
AUBURN HILLS, Mich. — Chrysler Group chief executive officer Sergio Marchionne on Wednesday unveiled his choice as the individual who will supervise the reintroduction of the Fiat brand in North America.
Taking on the position with a background in both foreign and domestic automakers is Laura Soave. The new executive is charged with the upcoming rollout of the Fiat 500. She was most recently general manager of experiential marketing for Volkswagen of America.
Chrysler officials also noted that while at VW, Soave was the head of advertising and communications activities for all large passenger vehicles and SUVs.
Prior to her positions with the German manufacturer, Soave worked at Ford in a variety of roles, including as a brand DNA manager where she oversaw the repositioning of the Ford, Lincoln and Mercury brands.
"Laura joins Chrysler with extensive experience in automotive marketing," Marchionne noted.
"Her rich background will serve as a springboard for reintroducing the Fiat brand when it takes to U.S. and Canadian roads this December after more than a 25-year absence," he continued.
"This truly iconic car exemplifies Italian style, technology and passion and offers something more. The 500 heralds a new vision of technology's role in sustainable mobility," Marchionne added.