TURIN - To increase differentialtion and to improve brand character, at the end of March Fiat Auto created three new positions of brand managers for Alfa Romeo, Fiat and Lancia.
Enrico Atanasio, who has worked at Rover Italia, was named Alfa Romeo brand manager.
Severino Mapelli, formerly commercial director of Fiat's Brazilian subsidiary, was named Fiat brand manager. He was replaced in Brazil by Guido Mazzocchi.
Paolo Massi, formerly of Mercedes Benz Italia, was named Lancia brand manager.
The managers will operate within the marketing department and report to Jim Blades.
The newly introduced brand managers are expected to increase the brand character in the marketing department. They should become the real guardians of history and identity of the brands, which were formerly separate companies.