Wester named Alfa CEO as Fiat combines brands

Fiat is combining its Abarth, Alfa Romeo and Maserati brands into a new operating group. Harald Wester, 51, currently CEO of Abarth and Maserati as well as chief technology officer for Fiat S.p.A., has been named the new CEO of the group. Sergio Cravero, formerly CEO of Alfa Romeo, will become head of product planning.

Wester has been tasked with turning around the money-losing Alfa operation. Fiat CEO Sergio Marchonne has already said Alfa, manufacturer of legendary sports and competition cars, must begin paying its own way or risk being shut down. The parent company may decide not to invest additional money in product development or it might use Chrysler platforms and production for new Alfa models.

Marchionne praised Wester’s performance in his current assignments and said he expects Wester will leverage the performance heritage and features of the three brands for which he is now responsible.

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