Chrysler Group names Soave to lead Fiat brand for North America

Chrysler Group LLC on March 10 appointed Laura J. Soave to serve as the head of the Fiat brand for North America.

Soave will lead the reintroduction of the Fiat brand in North America, beginning with the Fiat 500. She holds full profit and loss responsibility for the Fiat product portfolio in North America. In her position, Soave, who reports to Sergio Marchionne, chief executive officer of Chrysler Group, will work with the brand presidents and industrial leads to fully integrate Fiat product into the marketing, sales, service and dealer network organizations.

“Laura joins Chrysler with extensive experience in automotive marketing,” said Marchionne. “Her rich background will serve as a springboard for reintroducing the Fiat brand when it takes to U.S. and Canadian roads this December after more than a 25-year absence. This truly iconic car exemplifies Italian style, technology and passion and, offers something more. The 500 heralds a new vision of technology’s role in sustainable mobility.”

Soave joins Chrysler Group from Volkswagen of America where she most recently was the general manager of experiential marketing, leading consumer marketing initiatives. While at VW, she also was the head of advertising and communications activities for all large passenger vehicles and SUVs. Prior to that, she worked at Ford Motor Company in a variety of positions, including most recently as a brand DNA manager, where she managed the repositioning of the Ford, Lincoln and Mercury brands.