Magazine article Marketing

Fiat Keeps Brand Strategy in Family

Magazine article Marketing

Fiat Keeps Brand Strategy in Family

Article excerpt

Italian car firm Fiat Auto has installed the 26-year-old grandson of late founder Giovanni Agnelli in a new marketing role which it hopes can revive the struggling brand.

Lapo Elkann, who has been employed by Fiat-owned marques Maserati and Lancia since he was 20, has taken on the post of head of strategic marketing for the Fiat brand.

Elkann will be responsible for developing the direction of the Fiat marque across Europe, although national marketing directors, including UK marketing chief for Fiat Franck Ropert, will continue to report to their managing directors.

It is not clear whether Elkann will oversee Fiat brand communications, on which about pounds 40m is spent in the UK, primarily through Leo Burnett and Arc.

Elkann will report to Gianni Coda, the president of the Fiat business unit that has been at the centre of the group's difficulties. The unit incorporates the Fiat and Lancia brands.

Although Fiat delivered a better-than-expected second-quarter operating loss in August of pounds 17. …

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