Chrysler Sales Chief Reid Bigland Appointed to Lead Alfa Romeo in North America
Fiat Chrysler Automobiles has named US sales head Reid Bigland as the new boss for Alfa Romeo in North America, tasking him with the brand’s ambitious relaunch.
Fiat Chrysler Automobiles has appointed Reid Bigland, the company’s North American sales chief, to lead Alfa Romeo’s return to the US and Canadian markets. The move, announced in August 2014, places Bigland at the centre of FCA’s efforts to re-establish the Italian marque after nearly two decades away from North American showrooms.
Bigland, who joined Chrysler in 2006 and has led both Canadian operations and US sales, will remain in those posts while shifting his focus from Ram trucks to Alfa Romeo. Robert Hegbloom, previously a senior member of Chrysler’s North American leadership, steps in as Ram’s new CEO.
Ambitious targets for Alfa Romeo’s US return
Alfa Romeo’s re-entry to the North American market comes with high expectations. FCA CEO Sergio Marchionne has set a target of 150,000 annual sales for the brand by 2018, a dramatic leap from the zero cars sold in the region since Alfa’s withdrawal in 1996. The relaunch begins with the 4C sports car, a low-volume model that will serve as a halo for the brand, but broader success will depend on a planned expansion of the line-up.
At the time of Bigland’s appointment, Alfa Romeo’s only confirmed North American model was the 4C, a mid-engined sports car positioned well above the mainstream. FCA’s strategy calls for a rapid expansion of the Alfa range in North America, with plans for multiple new models by 2016. The scale of the sales target reflects Marchionne’s ambition to turn Alfa into a volume player rather than a niche import.
Leadership changes and organisational impact
Bigland’s appointment follows a series of leadership changes at FCA as the company integrates its Fiat and Chrysler operations. By shifting a proven sales leader from Chrysler to Alfa Romeo, FCA signals its intent to treat the Alfa relaunch as a strategic priority rather than a side project. The move also frees Bigland from his previous responsibilities at Ram, allowing him to concentrate on building Alfa Romeo’s North American presence from the ground up.
- Reid Bigland: Head of Alfa Romeo North America, Chrysler US sales chief, Chrysler Canada CEO
- Robert Hegbloom: CEO of Ram trucks
Alfa Romeo’s return is part of a wider FCA plan to revitalise the brand globally and expand its reach in key markets. The North American relaunch is seen as a test case for Alfa’s ability to compete with established premium marques, and Bigland’s sales experience will be central to that effort.
