TURIN -- Volkswagen announced Thursday that former Fiat S.p.A. Chief Marketing Officer Luca De Meo will start as marketing boss for its passenger car unit August 1.
In January, Automotive News Europe was first to report De Meo would quit Fiat.
The 41-year-old Italian succeeds Jochen Sengpiehl, 40, who will leave the company. Sengpiehl has held the position since March 2006.
De Meo's hiring at VW has been known for months, but it was unclear what his official title would be and when he would start.
When asked about De Meo last month, VW CEO Martin Winterkorn said: "We consider De Meo to be one of the world's best marketing product managers."
De Meo will report to Christian Klingler, who is the VW brand board member in charge of sales, marketing and aftersales.
In a statement Klingler said: (De Meo) has outstanding expertise in controlling brands and models and his experience will contribute significantly to advancing the international orientation of our marketing and our brand.
On January 12, De Meo resigned as Fiat group's chief marketing officer as well as CEO of Alfa Romeo and Abarth brands. At the time he said he wished "to pursue new professional challenges."
He played a key role in the revival of Fiat Group Automobiles under CEO Sergio Marchionne. He succeeded in turning around the struggling Fiat brand until he was given the groupwide marketing position in September 2007. De Meo also is credited with the successful marketing launch of the new Fiat 500.