Good luck, Reid Bigland.
Being the CEO of any company is extremely tough. Now Fiat Chrysler Automobiles has promoted its head of US sales and Canadian CEO Reid Bigland to the CEO position for Maserati and Alfa Romeo. The 49-year-old Canadian will have to continue his roles and take over responsibility for two of FCA's luxury brands. Bigland replaces former CEO Harald Wester, who helped release recent models like the Alfa Romeo Giulia and Maserati Levante. Bigland is part of FCA's plan to rejuvenate its luxury brands to rival Mercedes, Audi and BMW.
Bigland has had success growing sales in North America, repositioning the Dodge and Ram brands. But this new position will be extremely challenging. We haven't held back our disappointment with the lackluster Levante and the constantly delayed Giulia. Don't even get us started on the Ghibli. Alfa Romeo planned to release eight new models by 2018 and now these plans have been pushed back by at least two years. We wish Reid Bigland good luck, because we honestly would like to see Maserati and Alfa Romeo do well. Both brands could be capable of producing some wonderful cars. Hopefully this CEO change will set both luxury brands on the course for success.