Bigland replaces Harald Wester as boss of two brands; he remains FCA’s head of US sales and Canadian CEO

Fiat Chrysler Automobiles has promoted its head of US sales and Canadian CEO Reid Bigland into the position of chief executive officer for Alfa Romeo and Maserati.

The 49-year-old Canadian will continue working in his two existing roles while also taking over as boss of the two Italian brands. Up to this point, FCA's CTO Harald Wester had held the position.

“I am thankful for the work Harald has carried out in the last few years establishing a sound technical framework for our two premium brands, which has culminated in the recent launch of the Maserati Levante and the Alfa Romeo Giulia,” said Sergio Marchionne, CEO of FCA. “It is time now for our efforts to be directed towards the global commercial expansion of these two brands, and I can think of no one better than Reid to fulfil that mission.”

Bigland has a record of growing sales and market shares in the North American markets, and has helped FCA reposition its Dodge and Ram brands.

Insiders say the switch is part of FCA’s plan to rejuvenate its two luxury brands, both of which have received significant investment in an effort to compete with their dominating German rivals such as Mercedes, BMW and Audi.

This latest development comes four months after the planned expansion of Alfa Romeo was scaled back and delayed. The brand had planned to release eight new models, including the Giulia, before 2018, but now says that this date has been pushed back by two years.


Our Verdict

Alfa Romeo Giulia

Alfa Romeo and the Giulia name is back, and returned in the shape of a saloon that is determined to disrupt the top order - watch out BMW, Jaguar, Mercedes-Benz and Audi

Join the debate


24 May 2016
Is he a Marvel character??

24 May 2016
I have not seen less intellectual looking individual holding a senior management position in the industry...

24 May 2016
He better be a Marvel superhero, given the number of posts he holds. Don't Alfa Romeo and Maserati deserve to have a full-time chief executive?

24 May 2016
Experienced car executive with own mind out, Marchionne "Yes" man in? Just a thought.

24 May 2016
He's a giant. Imagine him in a little red Alfa Romeo Sider driving in Milano. What a sight. So beautiful.

As long as he's true to it I don't care.

24 May 2016
I can see why this guy gets results: who'd dare say no to this guy's face? XD

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Skoda-Karoq 2.0 TDI 4x4
    First Drive
    16 October 2017
    Diesel version of Skoda’s junior SUV is unobtrusive and undemanding, but we’d still go for the silkier petrol version of the Karoq
  • Audi Q7 e-tron
    First Drive
    16 October 2017
    Expensive and flawed but this understated diesel-electric Audi Q7 has a lot to offer
  • Citroën C3
    First Drive
    16 October 2017
    Is the third gen Citroën C3 ‘fresh and different’ enough to take on its supermini rivals? We spend six months with one to find out
  • BMW X3
    First Drive
    15 October 2017
    A satisfying rework of the X3 that usefully improves its handling, cabin finish, space and connectivity to make this BMW a class front-runner again
  • Vauxhall Insignia Country Tourer
    First Drive
    13 October 2017
    Off-road estate is now bigger, more spacious and available with torque-vectoring all-wheel drive, but is it enough to make its German rivals anxious?