Fiat Chrysler Automobiles has appointed Reid Bigland as CEO of its Maserati and Alfa Romeo brands. Bigland currently serves as head of FCA’s U.S. sales division and is the CEO of FCA Canada.
Bigland will replace Harald Wester in the role, who will now dedicate his full attention to his position as Chief Technology Officer at FCA. Both men will retain their positions of FCA’s Group Executive council with the change.
The leadership shuffle comes as both Alfa Romeo and Maserati are in a state of flux. Alfa Romeo’s return to the U.S. has been affected by numerous product delays, and Maserati is experiencing a sales downturn amid a weak Chinese economy. Furthermore, Maserati’s Alifieri sportscar has been pushed back until at least 2018.
“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,” FCA CEO Sergio Marchionne said in a statement.
“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.”