US: Soave quits VW to head up Fiat launch
Author: just-auto.com editorial team | 11 March 2010
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Fiat will return to the US with Mexican-built 500 |
Laura Soave will lead the reintroduction of Fiat in North America, reporting to Chrysler Group CEO Sergio Marchionne.
Soave, who joins Chrysler Group from Volkswagen of America, where shw most recently was general manager of experiential marketing, leading consumer marketing initiatives, is tasked with integrating Fiat products into the marketing, sales, service and dealer network organisations starting with the 500.
"Laura joins Chrysler with extensive experience in automotive marketing," said Marchionne. "Her rich background will serve as a springboard for reintroducing the Fiat brand when it takes to US and Canadian roads this December after more than a 25 year absence."
Before VW, Soave worked at Ford in a variety of positions including, most recently, as a brand DNA manager where she oversaw the repositioning of the Ford, Lincoln and Mercury brands.
Sectors: Retailing, marketing & distribution, Vehicle manufacturers
Companies: Fiat, Chrysler, VW, Ford, Mercury
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