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Reid Bigland to head Alfa Romeo in North America

President and CEO of Chrysler Canada fills key roles in Fiat-Chrysler hierarchy

Published: August 19, 2014, 7:00 PM
Updated: April 10, 2018, 1:17 AM

Reid Bigland - 2014, Fiat Chrysler Autos

Reid Bigland, president and CEO of Chrysler Canada, has been appointed to also head the Alfa Romeo Brand in North America, effective immediately.

In addition to his Canadian role, Bigland has also been Chrysler's head of U.S. Sales and of the Ram Truck brand. He gives up the Ram responsibility to take on the Alfa position but continues to head both Chrysler Canada and U.S. Sales.

Considered to be a rising star in the Fiat Chrysler Autos (FCA) hierarchy, he will also continue as a member of the FCA NAFTA Leadership Team and the Fiat Chrysler Group Executive Council.

Under his leadership, Chrysler Canada has progressed from a distant third place in sales to a legitimate contender for sales leadership. Through July of this year, it leads the industry in sales year-to-date and has recorded 56 consecutive months of year-over-year sales growth.

"Reid has demonstrated exceptional leadership skills in managing Chrysler’s consistent rise in sales and market share in both Canada and the U.S.," said Chrysler Group chairman snd CEO, Sergio Marchionne.

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"The addition of Alfa Romeo to his portfolio of responsibilities is an indication of how committed we are to the establishment of this brand in the North American market, a process that has already started with the introduction of the Alfa Romeo 4C. Much more is expected from this brand... and Reid’s seniority and experience are ideal for the significant task that is now getting underway."

Alfa Romeo vacated the North American market in 1995 but returns for the 2015 model year with its 4C sports car. A new mid-size sports sedan is expected to follow 2016 and seven other new models will follow according to the company’s five-year plan, revealed earlier this year.

One of those additions will be a small sports car co-developed with Mazda and based on the next-generation Mazda MX-5 Miata.

Robert Hegbloom has been appointed to replace Bigland as head of the Ram Truck brand.